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I'm willing to pay fair market value for a good book. I approach reading like I do going to the movies. Not only am I a huge reader, but I am also a huge movie buff.
If there is a movie that I really want to see, I will pay fair price to see it. I think the average price of a movie nowadays is around ten dollars. As long as the movie ticket is in that range (or lowers), then I'll pay it. Doesn't matter if it's by filmmakers that I've never heard of. I look at the plot of the film, and not the people behind the film.
I buy ebooks according to the same principle.
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