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I think the best option is still the option the survey dismissed out of hand, ebooks should be "like the paperback/hardback but cheaper". I don't think they need to be significantly cheaper, but, as sirbruce points out, costs for server space and bandwidth don't come close to the savings from printing to warehousing.
Publishers have a pretty good idea of how to price a physical book that setting up some sort of tiered discount system for paperbacks should be relatively trivial.
Who knows, maybe something along the lines of:
ebook = 60% of hardback for new releases, bestsellers, promotional discount
ebook = 80% of hardback for "shelf filler"
ebook = 80% of paperback after paperback is released
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