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More from their website: "The Bookstore Genie's new life mission is to save college students tons of money on textbooks. The Bookstore Genie recalls when he was a student at The Genie Academy, where textbooks would cost less than half of what they sell for at most college campuses today. He doesn't understand why the cost of a regular textbook has risen more than 12 times the rate of inflation. The Genie thinks overpriced books are unfair, and being that he's a Genie, he set out to do something about it."