I just dont see enough demand for this material to make a $40 HC.


Without wading too far into the details on this particular project (because we don't know that this is what happened here), I've been wondering for a long time when we're going to get to the point (though I think it's less a case of "when" then it is "with what material") when we get to the point where the sales prospects for material are so poor that a publisher is willing to take a chance, but builds in a minimum level of profit by selecting a format with better margins (like a hardcover) -- and the retail price just drives people away.

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