A tad unfair, there
"Macmillan reckons they'll stump up $15 for the latest title and refused to sell its books for less"
That's not really a fair description of Macmillan's position - they want to charge _up_to_ $15 for ebooks, but also as little as $5. Amazon wouldn't let them have the flexibility all publishers (and other suppliers) have always had: to set the price for their own product. Amazon freely admit that they sell ebooks at a loss to drive sales of the Kindle - at the moment. But how long would that last once they had control of the ebook market, over both publishers and consumers?