It boils down to 'fair and reasonable' profit. So, if paperbacks are priced with 20% (say) profit in mind, then e-books should be priced similarly, albeit with a lower total price that is indicative of the net lower cost of producing, packaging and selling an e-book. We (as readers) are not asking for giveaways, rather we're asking that publishers don't increase their profit margin at the expense of the paying public. Time-tested laws of the marketplace have proven that total profit is relatively the same (you make more unit profit on a smaller volume or lower unit profit on a higher volume). That said, more volume is always better because it spreads the risk.