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The marketplace (in the broadest sense) defines demand and set price. Looking at the e-book marketplace today, $4-$10 US is the market clearing price for e-books (at least in the US). Either you can compete at this price zone, or else you'll be out of the business in a few years. This holds true for publishers, and authors as well.
And remember, free is always competition. Look here, or at Project Gutenberg. (I'm not referring to pirating, although that is part of the marketplace as well.)
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