Sorry, but the one reason I didn't finish reading this article was because the complaint is absurd. Self-published books will never be as inexpensive as you want them to be because they can't. The paperback version of my indie novel is $15.99 on Amazon (12.56 in GBP). I can only get it down to $11.11 / 9.28 GBP. Amazon won't let me price it lower because then it would lose money on a sale.