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Indie authors that I've never heard of, I'll pay somewhere up to $3 if the blurb grabs me (and I also look at reviews on several sites), the cover-art is professional and the sample grabs my attention and is well formatted. I can overlook an occasional typo, but if the formatting is rubbish I'm outta there.
Indie authors recommended to me, my maximum is about $7.
I buy far more Indie ebooks than traditionally published, because I love discovering something new to rave about, and traditionally published ebooks are, in my opinion, incredibly overpriced in the majority of cases. If it's going to cost me about the same amount or more than the paperback, I'm most likely just to skip the whole thing.
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