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Deciding ONLY by price... Well, that's the hoarding pirates who torrent/emule each and every book they can find, but never read one, right?
Even someone who downloads only free ebooks to read will probably have other criteria - at the least, "Is it in a language I can read".
Someone who says "I won't buy any books by the Big Six" or "...that cost more than $5", or even "I only read free books" I still expect to apply other criteria, such as "I won't buy any SciFi, and I'm more likely to buy romance than thriller, and I hate anything that author X writes but want to snap up anything by writer Y"...
For me, the question if I buy a given book or not is a function with several variables. Price is one of them, others include how much I liked any other works by that author that I read (if any), number of people I've seen it recommend weighted by how often recommendations from a given person matched my taste and/or any more info they gave while recommending, blurb, cover...
Not that I seriously figure it out, but it's the result when I look at my gut feeling.
If I go book shopping with $10-12 for new-to-me authors, find a few that interest me about equally, and I could either buy one book, or three, I'll be going for the cheaper stuff. And if I find enough stuff for free to keep my craving for trying new authors fed with those, I might save my money for authors I know I like.
I don't like paying more than $10 for an ebook, or lying to a vendor to circumvent geographic restrictions, but for the latest book by an author I really liked, I did.
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