I used to get most of my books from the library or the used book store. Now, Kindle gets a lot of my money. But, I'm hooked. It's just so much easier to read on the Kindle, or one of its apps.
As with all companies, Amazon has a fiduciary obligation to its shareholders to sell their product for what it's worth. Otherwise, the shareholders will want to know why the company is giving away part of their value.