Customers? What do the bleedin' customer desires have to do with anything anymore?
I stopped buying any movies/shows through iTunes as it's simply not worth it. It's often cheaper to buy a DVD set at retail in the store and have a physical copy. I'm still hosed with DRM, but crappy DRM that barely works, which is better than Apple's DRM that actually works. So, better broken defective by design than simply defective by design.
Books at retail here are insanely expensive. I've seen books that are 3x the USD price, putting them well over $100. More often they are about 2x the USD price. For those prices you should get a free <insert rudeness here />.
So it makes more sense to buy an ebook, print it, then bind it myself. It's kind of sucky, but better than being violated at retail.
The books I buy are all more expensive though. The cheapest are around $50 USD, with most in the $60~80 USD range, but some well above that. I got a fantastic deal on one book for only $150 USD (US prices ordered through Amazon). So buying those at retail here is simply out of the question.
What I would like to see is getting a digital copy along with the printed copy. For a $50 USD book, I'd pay $70 or $75 to get both. That's reasonable.
The thing I want most is to not be blatantly violated. But like you said... What do customer desires matter?