03/18/2010 05:12 am ET | Updated May 25, 2011

Amazon Wal-Mart Price War: Who's The Battle Really Against?

Amazon and Wal-Mart hardly seem reckless, though. So why did they go to war? The answer is that they didn't, really. Sure, Wal-Mart is making a statement that it's a player in the online world, but the real goal of this conflict isn't to lure readers away from Amazon, and it isn't to get people to buy one of those ten books.

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