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It it didnt do that then Oprah would not have a product to sell to the bookstores/publishers. Either that or they love Oprah so much they chose to support her financially.
Its not a guess, its "business for beginners". If it wasn't true Oprah would not get anything for promoting books.
I guess your friend just doesn't really understand simple economics. Its remarkably common with "independent" store owners.
Considering the amount of "free" promotion these books get you would think they sell a lot more of them than they normally would. So even with a reduced markup she probably makes the same or more profit from selling these books.
And yes ofcourse someone will have to pay for this promotion.