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Author John Scalzi says Amazon's reasoning and assumptions are a bit suspect. He disagrees that "books are interchangeable units of entertainment, each equally as salable as the next, and that pricing is the only thing consumers react to." Scalzi also points out that Amazon asserts itself as the only revenue stream for authors, which is not remotely true. "Amazon's assumptions don't include, for example, that publishers and authors might have a legitimate reason for not wanting the gulf between eBook and physical hardcover pricing to be so large that brick and mortar retailers suffer, narrowing the number of venues into which books can sell. Killing off Amazon's competitors is good for Amazon; there's rather less of an argument that it's good for anyone else."
According to one industry insider the deal happened in April, but Apple managed to keep the news under wraps until just last night. No one knows for sure how Apple will use booklamp but there is speculation that Apple could launch an ebook subscription service similar to the week-old Kindle Unlimited, or they could just use Booklamp to drive ebook recommendations in what some are speculating is the world's second largest ebookstore.