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Many people won't pay more more than $9.99 for an ebook. So what? Clearly, many will pay more than $9.99. It really depends on what you value. Plenty of people who won't pay more than 9.99 for an ebook have $1500 laptops where you can get a decent one for less than 500, or pay $4.99 for a cup of coffee at Starbucks. All kind of depends on what you value.
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