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I ordered (and received) the Emerald Spire Superdungeon recently. A couple of days ago, I ordered the Thornkeep module.
In prepping for the Superdungeon, I went to my downloads and did not find either PDF version in my download list.
Is this a mistake, or do I have to order the PDF versions separately? If so, why?
As far as I know, you get the pdfs if you subscribe. Otherwise you need to buy them separately.
As a general rule, Paizo don't provide the PDF with a print copy of their books.
One reason is that Paizo's business is built on a subscription model - it's the subscription copies which give them the certainty of cashflow to keep the place running. There is often a discount provided to subscribers but this is often at least partly eaten up by higher postage costs. One of the most significant perks is that if you subscribe to a line you do receive a free PDF with every new release (not for the back-catalog).
If they were to make PDFs available with every purchase of a hardcopy book (even at a reduced cost) it would devalue the subscription for some and that would put a core part of their business model at risk. There are many subscribers who avow that the free PDF is a significant part of what keeps them as subscribers.