Not really sure whose side I can take in this fight. On one hand, the store, who likes to sell Kindles or volume in order to make large profits over volume, wants to sell books at 9.99$. On the other hand, some publishers would like to sell at 15.99$ and a more flexible tier system. Then there are the writers, who if anything, have no control over what happens - and it is they who make the content.
Consumers also get thrown around. eBooks are waaaaaaaaaay too expensive - no one should have to pay 15.99$ for a book they don't own; no one should have to pay that much for an effectively perennial lease. The system is quite the horrid reminder that at the heart of it all is greed and no regard for humanity.
Funny, Apple who have pushed for static prices in the iTunes Store are pushing for this tiered system.
Expect book at prices up to 14.99$ in the USA and let's hope in countries where books are cheap, that those numbers are much less.
More at AppleInsider