Thank You
For the accusation of being a simpleton, something somewhat offensive considering you don't know me from adam!
You seem to be missing the major point here, the end user is not the simpleton - the end user pays the same price, wherever they buy the product from. There is no extra charge to the end user. It's a business decision, do you, as a seller of a product, want to have exposure on the largest selling device out there? If so, then you have to accept there is a charge to be considered. You can sell on your site for whatever the hell you like, it's your infrastructure, your marketing, your budget.... but the choice is simple, be on an iOS device, or don't.
As for Amazon etc charging an extra 43% - they can... and a number of people would buy the book as i've said elsewhere. The people who don't trawl the web looking to save £2 on a book. It's their decision, be on the iOS device or don't - do you see my point yet?
Were you this animated when Amazon, BOL etc started selling books on the internet? It was so unfair to my local book store that had been there since the 80's, they didn't have the huge buying power of Amazon and as a result, SHOCK, their books cost more... the pricing model was carefully worked out so they could pay the rent, their staff, some coffee in the staff room - it's not like they knew this internet thing was coming. It is however very easy to get a book, i walk into the store and pay for it. If i wanted to spend the time trawling the web, I could, i may even find the same book for less, including a service charge called delivery - it's not quite as easy though as i have to search, login, remember a password, add my new credit card details, update my delivery address.... it's cheaper though.
You take you choice you pay your money.