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I suspect there may be an element of simple misconceptions and a number of other factors, like.....
a) Most readers are a reasonably significant lump outlay, and hi-tech, so they work on the premise that owners have enough significant (in a small sense) disposable income not to be bothered by prices - "they buy phsy-books, don't they ?".
b) Sheer lack of knowledge of the whole medium - save for the accountants, who simply look at product prices, and to them, a book may very well be ..a book....
c) The same accountants difficulty in coming to terms with this new market, and an inability to make publishers see economic sense.
d) Fear - that this might be the year ebooks really take off ? And kill them all.
e) Stupidity/naivity - a failing to look around the market and accept that there are a lot of sources a lot cheaper than them, often with exactly the same product. To say nothing of the Shadow World of "free".
f) Finally, or all I can think of for now, a refusal to fully realise what happened in the Music industry ?
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