For me, it depends on the type of book. Fiction, fun reading, maybe $10 which is why I don't often buy pBooks anymore. The cheapest paperbacks are around $15 and fall apart after one or two readings and deteriorate with age. Properly bound hardbacks are in the $20 to $50 range or more.
I will spend more on a good coffee-table book which is more decoration than reading material.
But for an eBook? $10.
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