Retraction: I originally wrote this article based on some information I was given which it seems was incorrect. I had been informed that large publishers operated under the same rules for Kindle publication as smaller/self publishers do via DTP, and wrote this article discussing why then publishers were charging above $9.99 for books even though they were earning less (as would be the result for a DTP publisher). However, that information was in error. Rather than running under the same publishing rules as Kindle DTP, I've discovered that instead larger publishers at least are offered the 70% royalty rate for all books, regardless of price. My apologies for posting data that was incorrect. I do try hard to verify information before I post it, but this one got away from me.