With most of the online booksellers, the author/publisher loses between 32-48% more royalties on book sales to the store.
A Buy Direct store on my website allows the service providers to take a total of about 17-20% away, between credit card processing, monthly fees, etc.
Because my profit as a writer/publisher is better this way, when you choose Buy Direct, I can offer a discount to my newsletter subscribers.
Now I don’t expect you to not buy from any bookstore you love buying books from. I wouldn’t suggest that. I love those bookstores. I have friends in those businesses.
But when you think of it, come by, use the Code, and pick up a few ebooks at discount.