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I for one would be happy to pay the same price for an ebook as the hardcover...provided I get the same rights with the ebook as I would the hardcover. I can lend and re-sell the hardcover after reading it. If the publishers will let me do the same WITH EASE with the ebook I will pay, but they wont so they need to price accordingly.
Publishers need to realise that with ebooks we are buying a licence to use the product, where as a pbook we are actually buying a product (keeping in respect to copyright). So $10 is a fair price when you look at the difference in what we as a consumer are actually purchasing.
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