Say you make a heavily illustrated book.
- Then you sell the ebook for a tenner.
- And you sell the paperback for twenty.
- And you might sell a hardcover for thirty, with special paper, if it's promising.
- And you sell a deluxe version in special binding and extra metal inks or whatever, and signed by the artist and author, for, say, $100.
- And at launch, you have an nice exhibition where you sell the originals of the illustrations.