>> walk us through why the price has gone up so much. i mentioned it's up 130% from four years ago. you think given the world we live in we would see the opposite. >> the fact of the matter is the free market is not free. there's a lack of choice for consumers. three companies control -- publishing companies control 85% of the textbook market. what does that mean? they can collude to keep prices high. they also bundle in supplemental materials like cd-roms and study guides that not all students need that help drive up costs. they also can essentially work together to make bookstores also set prices high because bookstores want to get good profit margins as well. so i mean, there's a collusion multiindustry here. bookstores also set prices high because they want students to resell their books back in good condition so they can continue to only have to drop the margins a little so that they get as