Out of the goodness of Steve's heart (and he has a rich history of goodwill) he tried to help the poor publishers out?
Not sure why everyone is so confused about this.
It was not out of Apple's goodness. It was not even legal. What I am saying is that against a real monopolists, some rules against group actions should be abolished. Amazon is able to dictate terms and harm publishers without recourse because Apple (the only serious challenger against Amazon consuming the whole eBook market) was slapped down along with the publishers trying to help distribute control.
Why you all make it out to be it has to be Apple being good to be helpful is beyond me, it's not about Apple's benevolence but about allowing actual competition in market where one company is running roughshod.