They seem to have 'figured out' their business model already, and it involves each person copying the PDF, paying a nominal fee.
FWIW
I've argued elsewhere on HN, that the reward for building an automated system should be, pay for building the system. In America at least, we consider the entire lifetime output of said system to belong to the builder. That is unsustainable. Imagine a future where everything is automated. There will be no need for workers, and not much further development. The economy becomes a static owner-vs-unemployed deal, and how can that survive?
And even if some folks do decide to go the 'boutique' route and hand-make something, there is always another person who will go the automated route and cut their prices by 90%. Free market after all.
It will be upsetting for sure. Lots of entrenched interests in renting automation at high rates. Maybe have to do it in a phased approach - VAT or some such?
It’s absolutely immoral to me that you see a long chain of work (research, writing, editing, marketing, printing) and judge it solely on its last component (printing). There are so many physical goods where the final piece is just a small portion of the final cost.
Everything is an exercise in amortization. You seem happy to amortize the obvious parts (printing, binding, stocking, delivering), but not the behind the behind the scenes parts (writing, editing, marketing). That's a crappy distinction.
If I pay for a book, I feel it cost some effort to produce it physically, print it, bind it, ship it. I cannot force myself to pay for an e-book, which is a pdf copied at no extra cost. Same for digital music and software or any other digital "good" or subscription. I sympathise with the creators, if they will produce something that does not scale, I will pay them for it. Otherwise, sorry, but not my job to figure out their business models.