If it's a book I want to read, I don't really care about the price (within reason of course
I mean if it's £50 or something then maybe not...)
What I read is rarely the bestselling stuff and so is nowhere near as heavily discounted. When my reading media was paper, I was paying mostly £10 to £15 per book for fiction so the fact that the Kindle prices are a bit lower is fine by me. Plus there's all the ebooks promotions which sometimes yield something interesting at a bargain price. And I don't stick to known (to me) authors , or read reviews for that matter - if I like the blurb, I'll take a quick pick at the sample and then decide whether to buy or not.