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Books will be priced at what the market allows for. If it is too expensive, then few people will buy it. If it is too low then the company loses money. Some publishers price it higher in order to sell the paper versions which allow them much higher profits... 25 cents worth of paper versus their "modified pricing" claims showing it costs them $5 per ebook (as a generic example, not actual numbers).
If you look at some of the ebook best sellers on the mainstream company websites like B&N and Amazon, the majority of titles listed are in the $2-5 range.
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