We didn’t know if or when the cost per e-book would come down and make this a more profitable and sustainable business. We didn’t look at it through the short-term lens that the publishers did. We focused on what would make sense to customers and what it would take to get customers excited to buy a Kindle and load it up with their favorite books. We took a leap of faith, hoping that, over time, we would be able to reduce the cost of the device and the books themselves.
