When I check the Penguin site, I see downloads for old standards like Do As I Do, Jazz Aces, Matrix etc. The prices are generally around $5 or $6. I'm not sure what authorizes dealers to create videos of tricks that are found in books and then charge $$ for a pdf file or internet video clip which explains the trick.
What if everyone gets on this bandwagon. If you want your own business, just get a big library of magic books and videos. Find a bunch of good tricks. Make an internet video of each one. Create a pdf file explaining how to do it. Hook up with paypal. BINGO - you're in business.
Sort of depressing but this may be the future of magic as a business. In the BIG world of business the only rule is to stay LEGAL. And what I've outlines above IS legal. There is an ongoing effort to maintain ETHICAL standards in magic but this may be a losing battle. Let's hope not.