Charging each book $20K, like a mobster taking his cut out of a pot in an illegal poker game, would make it financially impossible to publish most of these books, most of which we didn't pay anywhere near $20K for.
You need to be visible to be desirable. But not accessible enough so that too many people can buy your brand. The [Dream Equation] is a statistical model we've developed to explain the relationship between desirability and accessibility.
