A famous line from _Jurassic Park_ (1993) is that ‘[y]our scientists were so preoccupied with whether or not they could, they didn’t stop to think if they should’. I felt much the same, today, reading J. M. Hawker’s _Capital Letters: The Economics of Academic Bookselling_ (Cambridge: Cambridge University Press, 2019) <[https://doi.org/10.1017/9781108675376](https://doi.org/10.1017/9781108675376)>. For the aptly named Hawker tells us, the