It would be a safe bet that you will find few here to argue about that point. Most of us have no problem paying for content. We might vary in the price of the content but not for paying for it. It seems that the "cost of the paperback version" seems to be the most prevalent as worth buying (as opposed to most places charging "hardback" prices).

But something else you might think on is what if the content you want to buy is unavailable. Here you are wanting to give someone money for their merchandise but they don't really have what you are wanting to pay for. That is the other limiting factor in most ebook vendors. This leads to the massive amounts of unauthorized and copied ebooks in the digital ether since once they're made they have a tendency to slip outside and take walks.

Which leads to such lovely publishing logics. "Online, badly formatted copies are killing our ebook business." "Oh, well let me buy my ebook from you." "We don't carry that one. Nobody wants it." "Guess I'll have to get it online then." "What? That's why we don't sell that ebook! You will just steal it anyway. Online, badly formatted copies are killing our ebook business!"