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I don't think it is relevant, what I can afford. I could by 7 readers and still not be willing to give 15$ for a book. Assuming I can afford it, it is relevant what I choose.
I am not sure if ebooks matters yet, but if they become more widespread, publishers will need to adapt to customers willingness. My guess is that you can charge a high price when a book is new and a lower price when it is not. Publishers seems to live in yesterdays world. Those who are able to adapt will survive, the rest will die.
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