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"Many buyers perceive low-reflective, matte finishes as having a higher value," Webel says. "When people are buying a book for gift giving, they look for high perceived value. Matte delivers that perception."
Historically, matte finishes were susceptible to scuffing, especially during shipment. That torpedoes the book's perceived quality, because a scuffed matte cover makes a book appear old and worn.
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