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Sure. Some books are worth more than others. Especially technical books. That doesn't change for ebooks. But even the most "agnostic" keep some price to value ratio in mind to at least some extent for every purchase of, well, everything. Sure, I've splurged on something that was to my mind slightly overpriced compared to it's worth if it was in my disposeable money range and not TOO much more than it was worth. I simply can't imagine not keeping it in mind AT ALL except for someone like Gates where cost is meaningless.
Consider the Harlequin books. Between their various lines they put out about 40/month. They were all but mass produced, short and cheap. Women would buy 10 at a time each month on a regular basis. If Harlequin had tried to set even regular paperback prices much less hardback prices on them their customers would have dried up because most would have thought that they were not worth that even though the price of a regular paperback was well within their means.
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