Also read this from Konrath's blog about why he set up the store (link):
Ebooks A La Carte
Last month, I did a blog post with Blake Crouch about the future of ebook sales. In that blog, we talked about the only two parties needed for a transaction: the author, and the reader. Everyone else (agent, publisher, retailer) is a middleman, taking a percentage.
But if a writer already has loyal fans willing to seek him out, why should the middleman get a cut? Couldn't the author and the reader complete a transaction (the reader buying the book) where the writer receives all of the profit?
READ THE REST HERE.
Konrath is such a wildman innovator. Love that guy! Hat tip to Barry Eisler for this.