99% of all my almost 400 ebooks were under $7. I can only think of maybe 4 I've bought in the past two years that were regular price from Sony or Amazon, and the only one I've bought full price ever from B&N was just recently. Most of my books are free classics or free Kindle/Smashwords special offer books, and I read library books too.
So, yeah, I and many others on here are B&N's/Sony's/Amazon's nightmare.