The alternative is that present day publishers become as obsolete as lamplighters in their day. The press conference attracted major media coverage. Curman, Forssell and Myrdal really had placed Print On Demand on the Swedish map. It is a combination of printing house and publishing house. It also offers to sell the books using online methods.
Prices are competitive, judging from the marketing material.
One reason may be a limited understanding of what these institutions actually do. On Demand technology to produce advance copies. But the main reason, I suspect, is that the very concept behind Print On Demand businesses is to persuade authors that this is something apart from the traditional publishing process. Publishing somebody you love is not the same as loving publishers.