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Book readers tend to be older, which means they can generally afford to buy a few books/ebooks and did not grow up with the idea that copyrighted material is free on the internet. It isn't clear what will happen as the book buying cohort shifts towards the internet generations. An advantage book publishers have is that they already convinced readers to pay at multiple price points for the same material. However, in the long term I can't see any way for ebooks to be priced above $6-7 within 6 months of their release. We won't really know what ebooks "should" cost (i.e. their market price) until they dominate the market, which I would put at about 25% of a publisher's total revenue.
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