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One thing to keep in mind is that, until there is a standard that everyone is using The publisher has to create the ebook in multiple formats or risk a crappy conversion. Publishing an ebook in multiple formats could be costly (not sure it is, I can just see where it could be). As long as each format is it's own niche market then more has to be charged in order to recoup this cost. This is not really any different than any other market in this respect. Amazon may be selling enough ebooks in their proprietary format to allow publishers to charge them less. If epub takes off like it appears it will (primarily due to B&N and Sony adopting it) Then there may be enough of a market to reduce or eliminate the extra that has to be charged to publish in this format (We can only hope).
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