An excellent defence of a position that even the author accepts is somewhat inconsistent!
Lastly and most significantly, we don’t want to attract too much attention to the VAT-free status of books at a time when seemingly any kind of taxation or expenditure is up for grabs. On the positive side fear of the newspapers helps us. It’s not such a leap though to think that the sacred aura of books may rapidly wear off in a double dip recession, and that complaining now will not help us later. We don’t want to agitate the Treasury into action.