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For any book, I'm absolutely *not* willing to pay any more than a paper copy would cost me - it doesn't make any sense to me that I should. For novels, that means my price ceiling is usually around $10. For me, in an ideal world, the ebook would cost less than the pbook, but I'm willing to pay up to the paper price, and no higher.
For textbooks, I'll only buy the e-version if it's significantly cheaper than the paper version, because my previous experience with e-textbooks has been that they're a bit cumbersome to use - but I'm willing to put up with it for a price cut. Case in point, for one of my courses this semester, we had the option of a $100 pbook or a $35 ebook. I went with the ebook.
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