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I've heard that Amazon's model isn't to sell 1,000,000 copies of a bestseller, but to sell 1 copy of a million poor sellers. To them, it's all the same. If they could do the same thing with marketing services to the same people, that would make lots of financial sense.
Pundits like to opine that blockbusters are really bad for the book business. I think differently. I don't think that blockbusters kill other books -- I think they nurture them.