Lower eBook tax rates in 2015?

I'm working for a while now on eBook projects and recently I visited another customer who wanted to start to sell eBooks as well via his online shop.

When I mentioned eBooks have a VAT rate of 21% rather than 6% here in Belgium he was baffled and was wondering how his pricing should look like. Will that make the eBook more expensive than the print book or do reduced production - i.e. printing - cost fill this gap?

Is Microsoft going too far ahead?

It seems that Microsoft wanted to take the lead for a change in the technology landscape, not a bad idea. However they've put a lot of their prime products in the scale to wager with.