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Yep, most books I've looked at are between $9.99 and $14.99. Fortunately, most of my family and friends know I love to get B&N gift cards for my b'day and Christmas. Since my b'day is in Dec., they love getting me the gift cards as they're readily available at their nearest chain drugstore, making me the easiest person to shop for during that hectic time.
Presently, my ebook purchases won't come out of my pocket for at least a couple of years...and with new gift cards coming up, who knows when I'll actually purchase from my own bucks, especially now that my library has started loaning ebooks. However, the old $9.99 price point means I get more bang out of my gift cards. OTOH, it's a little easier to buy that $12.99 book and have it put on my gift card.
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