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I voted price, but really Price, DRM and geo-restrictions are equally important to me. Any one of those 3 will stop me buying a book.
As for price, I won't buy over 9.99 and will only pay 9.99 is exceptional circumstances, $4.99 would be my upper limit for impulse purchases. I still buy the odd book between $4.99 and $9.99 but it's only from known authors and rare.
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