I'm fine with it. I'm a big iBooks fan. Sure, Amazon usually has the same book at a lower price but I've had such terrible luck using their iOS Kindle reader app a while back, and I hate their bully-tactics to authors and publishers, I decided to give my business to Apple. My books synch much nicer in iOS/OSX too. I wasted way too many hours way back with a bad app-update that Amazon did. Unless I have to buy a physical book, all my eBooks are Amazon-free now.