At the time, retailers were the customers. Before online storefronts took off, there was no way to sell one copy to Alice, one copy to Bob… you had to sell 50,000 copies to Best Buy with a promise to buy them back in a year if they don’t sell out. If they tell you up front, “we won’t buy that”, what are you gonna do?
Imagine listening to retailers over customers.
At the time, retailers were the customers. Before online storefronts took off, there was no way to sell one copy to Alice, one copy to Bob… you had to sell 50,000 copies to Best Buy with a promise to buy them back in a year if they don’t sell out. If they tell you up front, “we won’t buy that”, what are you gonna do?