With the disruption of the publishing industry and death of bookstores, Amazon and Apple are emerging as the only two companies to set book prices. Other small players will be involved, but they can't compete with the big guys any more than a self-published indie band competes with Lady Gaga. Creative works are not fungible. They've already shown that they will price ebooks at the same price as hardcovers, and pocket all the savings themselves. From a price perspective, their "competition" with each other will be as meaningful as Coke vs. Pepsi, and you'll have about the same amount of choice.