>This is only slightly less true for books and optical media. You are never paying for the paper or plastic - even on the lowest margins that's at most 10% of it - , you're paying for the privilege of consuming what's on it.

When I pay for a book in a bookstore, part of the money goes towards maintaining the system that produces and distributes books. The system includes various parties, like printers, publishers, distributors, books stores and so on. It's far more than 10% and there is nothing wrong with paying for a reasonably working distributed system like that.

Replacing all of those companies with a single megacorp like Amazon or Apple is not going to result in the same system running cheaper. It will create an entirely different system. Over time that new system will shift to publish entirely different type of content, it will have an entirely different relationship with consumers and authors and it will have completely different effect on the society at large. Given what I see already, I seriously doubt those changes will skew towards the positive.