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One of the business partners of Advanced Book Exchange, Inc was reviewing the company''s revenue projections. He knew that the company left money on the table every time it dealt with a bookseller - the prices just didn''t reflect the value his database service provided. He had little doubt the fees could be raised. He just wondered how much, and how fast. He and his three partners were still debating how many different categories they should have and what the fees should be in each category. Were there better options they hadn''t considered? Every day they delayed the decision represented lost revenue, so he was anxious to resolve the issue and move on. This case can be used with Advanced Book Exchange, Inc: The Barnesandnoble.com Partnership (9B00E001).