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Depends. The price of the ebook must be equal or less than the cheapest paper version. That's my only absolute. My preference is what Baen does with Webscription.net: about $6, multiformat & no DRM, for any novel they carry even if it's still only available in hardcover on the paper side.
Like others I have bought Baen eARC ebooks for $15. The thing about those is that the paper book doesn't exist yet and won't for at least several months at the time the eARC is released. For example, I bought one eARC at the beginning of February that's still listed for hardcover preorder at Amazon for $16.32. That's value for your extra bucks.
Other higher-than-$10 exceptions include technical books, like those on computer programming language. It's case by case when it comes to non-fiction.
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