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Personally, $5.99 - $6.99 would be the sweet spot for an ebook. I think they should cost less than printed version because they don't have to be printed, distributed to a retail store, take up valuable retail shelf space.
I also take into consideration of whether or not the ebook has DRM on it. I think drmed book should cost less than printed version because I don't feel like I "own" those books. I can't easily lend it out or resell it like printed versions.
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