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That's the core of how the book industry got to where it is today. At some point retailers and publishers seemed to think (wrongly) that the biggest problem consumers had was that they couldn't get their hands on books fast enough.
It's not at all difficult to wonder how this mentality was reached: Promotional infrastructure has been mostly built to reward the reader that booksellers and publishers already have. The series trend, author web presence, three-for-the-price-of-two -- all of it has the book addict in mind and not the far more common person who has, at best, an intermittent relationship with reading.
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