I must admit to always being entertained by people waxing eloquent on what the publishing industry is/should do based on their years and years of experience never ever working anywhere near the publishing industry......
Hoping my 4.5 years counts for something, I'll offer another snippet...
A friend of mine was launching a new line of independent comics, which they'd hoped to sell regularly in Australian newsstands. The general rule of thumb, to sell a comic or magazine, he was told, was that you need
five copies in the stack in order to sell
one. Marketing studies have shown that people will rarely take the often-fondled front copy to buy, and just one lone issue gets lost and unnoticed on a rack, even if the shop only thinks they'd sell one copy in that month.
So that concept of returns (for magazines and comics, at least) is based on people seeing a group of something and thus being inspired to buy one.