After unsuccessfully trying to charm authors, Amazon is now appealing to its customers during the ongoing war with Hachette. The retailer has revealed the reasons behind the spat, i.e. cheaper e-book prices, and the noble intentions behind it. Using its vast archive of data, the company believes that titles that, surprise, surprise, are priced at $15 won't sell as well as those that are priced at $10. As obvious as it sounds, the company's data says that for every 100,000 copies of the book that are bought for the higher price, 74,000 more copies would be bought at the lower figure, making a total profit of $1,738,000. Given that e-books incur no printing, warehousing or transportation costs, Amazon feels that it's a fair trade off.