What may prove most significant, though, is the pricing scheme for downloads. Nearly all the current New York Times bestsellers go for $9.99, even when the traditional versions sell only as hardcover editions at $30 or more. Contrast that with music and movie downloads. When you buy a digital album from iTunes you pay just a few dollars less than the retail price of a physical CD for significantly lower-quality audio. Same goes for the DVD-equivalent movie download pricing at iTunes and CinemaNow, even though there's no manufacturing cost of physical goods, essentially no shipping cost, and no store rent to cover.