For me, $15 is over the price I am willing to pay. Generally, I limit my ebook purchases to the same price as my paper book purchases, which is $5. I got into ebooks because there was a large number of cheap/free books. Yeah, I know that ruffles some feathers around here, but when you make minimum wage, and reading is one of your primary sources of entertainment, you really cannot afford to drop $15 every couple days on a book. Every now and again, I will pay more than $5 for a book, but it isn't regular habit, and the quality and length of the book comes into play. For instance, on Jim Butcher's books, those usually go between $6 and $8, and I am more than happy to pay for those. Does this limit mean I cannot find many books to read? Not at all. Plenty of great public domain books that can be had for free (always been a fan of the classics), and it introduced me to a large number of small and independent authors. Hanging around here, I see tons of great books get recommended on the cheap, that if I relied on book store ads, literary ads, or the publishers I would have never known about.
While I realize that much of the same work and expenses go into creating an ebook compared to paperbooks, I still refuse to pay more for an ebook than the paper book prices. It isn't uncommon for me to find books at borders or <insert your local bookstore> for quite a bit cheaper than the cheapest ebook price.
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