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Comment by XenophileJKO

It was actually even smarter than that. People also forget about "media postage" rates that existed at the time. (They still exist, just fyi)

In 1999. To ship a book using media mail cost of $1.13 for the first pound and $0.45 for each pound up to 7lbs. It got cheaper per pound above that.

This meant even heavy books were relatively cheap to ship. Way cheaper than random goods.

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