Those of us who are tied to Amazon can't compete with established authors who sell ebooks for 99p to increase their readership and zoom up the charts. This profit margin may be fine if you have a lot of titles, but I couldn't accept getting only 35% royalties, on principle. We need a level playing field. As an avid reader myself, I am wanting to boycott this cheap market, but if a story appeals, it is hard to ignore it, though I would rather pay more.