Textbook extortionists?

Although I'm only in grad school part-time, I still feel the pinch when it comes to buying textbooks. There just aren't many options and sometimes Amazon even fails me, but somehow the market will always find alternatives such as the one featured in this NYTimes article today. While I agree with their definition of a moral hazard, I don't know if textbook companies should be totally vilified for acting in their own best interest. If they are smart, they won't totally exploit their consumers or alternatives like these online texts will arise.