Well, actually, you're wrong on two counts.

First not paying doctors bills that are truly owed isn't even close to
paying for a book for which you do not owe. People who go to the
doctor are engaging a service for which they know a payment is
expected. They use the services, then willingly stiff the doctor.
These books are sent as a marketing enticement to encourage the
recipient to engage the service. Those who choose not to engage the
service (that is, receive more books) do not owe anything. That is why
the follow-up letters from WWJ are not invoices, not bills, and not
dunning letters. They fact that you interpret them to be so, does not
make them so. They are what they a marketing offers.

Second, sending these books is a marketing campaign that has already
figured the cost of non-returns into the campaign itself. Books that
are not returned do not raise the price of the books that are later
sold. It's just the opposite -- books that are later sold eliminate
the (negligible) cost of the non-returns. These types of campaigns
make far more money than they lose. In other words, the fact that they
do MAKE money means that they -- the marketers of such items -- LOSE
nothing, and therefore do not have to pass on the costs of those loses
to others.

A.J.