I picked $10, but that's probably not entirely accurate.
I'd pay more than that for gaming ebooks, which I'd use as reference works. (And I'd wind up printing a copy because all ebook software lacks crucial features of pbooks for reference work, including the very simple "here, you compare these two charts on two different pages" aspect.)
But for novels and mainstream nonfic, my price caps out at about the same as mmpb's. While I might pay more for collections or reference works, I picked an answer based on the majority of my buying habits. (Most of the time, I won't pay more than $5, but I've got no problem with $6 at Baen, and have bought a few at $7 from FW, although I'm not likely to do so in the future--too much free content I'm just as happy to read.)
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