From the press release:
Dime Novel Publishing is excited to announce the official launch of the first three serialized titles in its growing library of Dime Novel e-books. Young and old readers alike can experience these engaging and unique story lines on PCs and popular digital reader devices including Apple iPad, Sony PRS, Amazon Kindle and Barnes and Noble Nook.
Dime Novel Publishing is focused on resurrecting the Dime Novel format for the e-book generation. Popularized from 1880-1940, Dime Novels were serialized story lines published once per month and sold for anywhere between 5¢ and 25¢ per issue. Dime Novel Publishing's series bring back this serialized approach, publishing 23-issues of approximately 40-60 pages. Each issue sells for 99¢. All issues will be bound in an annual volume.
So they're charging (23 * $.99) close to $23 dollars to read a book? That's ridiculous. Who do they think is going to pay that?