Cut in E-book Pricing by Amazon Is Set to Shake Rivals

In Cut in E-book by Amazon Is to Shake Rivals its talking about how E-book prices are going to be cut down by amazon since people are saying that the price for an e-book is a lot. It said in the article that Amazon will probably cut the prices down  from 10 to 15 dollars. This article includes quotes from book publishers and information on this topic. One detail that stood out was prices were getting high out of no where because it's said "no book seller can undercut Apple." I think that amazon should just do whatever they think is right for their business and not what other people think. Maybe amazon's e-book is high because they probably need more money for the product they are selling. This article reminds me of gas prices that rise and how they went down because they're were complaint on the gas prices and how too high they were. This article makes me think that more things will have higher prices later down the line and it also makes me feel that people are getting cheated and they're not paying fair prices. The e-book maybe is nice but I don't think it's worth the price it's selling for. I wonder if e-book will follow out with their plans to lower their prices?