My absolute cutoff is $10. Any more than that and I buy a used copy.
Ideally I get ebooks when they're $3-5 during sales or with coupons.
Exception: Some textbooks. I've paid $15 for a etextbook when it was $60 dead tree edition. Though I made sure I could rip the DRM off it so I could actually copy and paste for citations. And I wouldn't buy a textbook that requires a lot of back and forth reading, eink sucks for that.
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