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never
There's no costs with materials, print, transportation. The cost of a single download once a transaction is successful is negligible compared to the physical way.
It's a highly artificial price still trying to account for costs and careers that don't have any relevance any more. The author only gets about 2% of retail price? Cut about all 90% of that and give the author more like 80% and you get a fair price for an ebook.
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