Being able to afford something, and being willing to pay the asking price are two different things.
I can afford more than $9.99 for an e-book easily. I'm not willing to pay more than that as it's not worth it to pay more than that for an e-book I'll read once.
If it's some book I want to have around longterm, I can probably pick up the physical book for less, and I prefer those for favorite books, reference books that get used more than once anyway.
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