MOST books are in fact now discounted - it is rare for anyone now to pay full price, and herein is as you say, lies the problem. Too many middle men in publishing all wanting their cut and margins being squeeezed until there is nothing left. Nothing left for the publisher, nothing left for the author, and not enough left for book shops to survive. The industry will not regulate itself, so the only solution as far as I can see is to bring back the net book agreement, which should not have been abolished in the first place (everyone said this would happen, but they were ignored), the trouble is, the horse has already bolted ... I must admit, as much as I as an author hate discounting, I would buy a lot less books were it not for 3 for 2's and I increasingly buy from Amazon also.