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It seems that people are arguing the same point from opposite vantage points. I'll guess that we want as readers is good books and an author to be paid a fair wage. The question is what price should the e-book be in order to maximize revenue and allow the publisher to pay the author handsomely for good work and still make a profit as well.
To be fair to Lister, as sales approach 100,000 copies, the 20,000 up front shrinks to a pretty small amount per book and the actual printing of the book costs more. But not many books even sell 10,000 copies so Lister's argument does little to convince me of anything on the values of scale in e-publishing. In the end we are paying someone to write a book.
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