Non-DRM'd ebook: Up to price of paperback, depending on author & other factors (whether it's part of a series, etc.) This sometimes means "up to price of paperback I can obtain used."
I will pay up to $3 for an ebook without qualms and on a whim, up to $6 with some thought, and up to $10 in theory, but so far not in practice.
DRM'd ebook: $0 is too much. I have no DRM-compatible ebook reading software at the moment, and no intention of acquiring any.
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