If it is all just business, then any well-run business should be able to provide services to both readers and writers in ways that do not require the publisher’s scale and clout to get shelved in bookstores, and don’t rely on the size of Amazon’s customer base and on Amazon’s generosity. If it’s ‘stupid’ to ignore Amazon because “that’s where the customers are” then you’ve merely traded one pair of gatekeepers (the acquiring editor, the chain book-buyer in New York) for a different set of gates, and all the gates are owned by Amazon.

–Matt Blind looks for a third way.