From my own experience, I only autograph copies of my books bought through my sites and I always undercut amazon, but I still sell more books on amazon than I do on my sites and most of them go through my sites to the amazon link! I don't get it, but I am grateful for every book sold.
I prefer the term moron to jerk, because I don't understand why you'd pay more through amazon. But, at the same time, I actually do understand it, because amazon is, sadly, a trusted name. People no longer trust each other and would rather spend more money for the security of a 'trusted' source.
No name calling for me( except under my breathe, which I don't really mean, just frustration). I'm not picking sides, just showing another side.
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