The Digital Reader, having set the hare of speculation running, now wonders if the dip in sales seen by many authors is not due to the debut of Kindle Unlimited but might, instead, be similar to ones seen before in the pre-holiday season. Nate Hoffelder says:
When I reported on indie authors' drop in sales last year I attributed the decline to greater price competition from the major publishers, a plausible suggestion. This year we are looking at anecdotal evidence of a similar decline and attributing it to the effect of Kindle Unlimited.