I think his pricing paradigm is overly structured and rigid.
Hi, ho: But what do I know? I'm only someone who buys ebooks.
But, seriously [insert 'bodda-bing' here]: If I wanted an ebook badly enough, I'd pay a lot of money for it. I think the most I paid for an ebook was about $20 - and well worth it, because I love Jose Saramago. (Whereas, I've paid hundreds of dollars for First Edition hardbacks because I'm a book collector.)
Don