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The "you and yours" interview had a chap on from faber&faber who said that in their similar experiment, with a book retailing normally at £14.99, most people chose to pay 0, but for those who paid, the mean was about £5 - about a third.
The study above is about a third of the $9.99 benchmark price, which is interesting.
I suspect that people are used to a 1.99/2.99 price on smashwords, though, so in a way I'm surprised that the mean is so high.
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