If you have that and still loose money then you are doing other things that get you ahead of your competition that need to sustain their operation with those prices. Either way you use somebody's money to cheat your competition.
That's the principle of investment.
The difference between using money to improve productivity, or make the product more appealing to the consumer, or whatnot, and price-dumping, is that investing is supposed to generate long-term returns, which can benefit the company or consumers. Price dumping, on the other hand, doesn't generate future returns. It generates costs that the consumer will have to repay later.
In the first situation, consumers may benefit from that competition. In the second situation, they inevitably end up losing.
I don't know about the books in this specific case, but losing money doesn't mean you're into venture predation. You could very well be losing money but also have sound unit-cost to price.