Actually, the good point of the moeny they'd lose if they cancelled it...it would probably cost a maximum of $25K to produce the lettered, so that extra $50K is pretty vital.
However, the long term success of the company is the 1040 customers who buy a few $75 copies of a bunch of books...not the 52 customers who step up for Stephen King.
If 1040 customers buy 3 $75 books over 3 years, that's $210K, right? And if they can even manage a loyal customer base of 5000 customers spending an average of $75/year, that's $375K - so that's a more realistic, dependable customer base.
The books CD can actually charge $1500 for don't come along that often....although I guess every couple years.