[Timboli]

I would never pay the same price for an ebook as the physical book, unless of course, the physical book was probably cheaper than it should be. I do however base any ebook purchase on fair pricing, so as a long as the price meets that, I don't care about physical book price.

Book pricing can get very complex, unless you stick to some kind of standard.
You can base the price on number of words, author reputation, presumed story quality, research engaged in, genre, etc.

While I recognize the many benefits of an ebook, I don't see why I should pay for those, unless they somehow were a cost to the publisher/author. People can be very blind in that regard, and buy based on feelings rather than sense. Like so many things these days, people, especially the young, seem to have more money than sense, especially in the affluent western world.

P.S. And really, at the end of the day, you are not just paying for an ebook, but an ereader (maybe more than one) also. Many people still balk at that outlay, and many are not huge readers, which makes the ereader and ebook even more costly.

P.S.S. If ebook sales are indeed going down, which seems to be the case, then it is not surprising really, as one of the benefits lauded was a cost saving, which is all too often, not the case, not significantly anyway. Couple that with the cost of an ereader, and issues many have with eyes and tablets, and I am not surprised of the current scenario ... and that's not even mentioning deliberate sabotage by some publishers.