I have paid $14.99 for an ebook. I prefer ebooks to paperback because I can change the font size. But the more a book costs, the less likely I am to buy it. If I have a group of 5 books I'd like to read and the one I most want to read is $14.99 but the second choice is $7, I'll almost certainly get the second choice.
I think when you're buying a brand new book, if it's important for you to read the book soon after it comes out, you'll probably pay a premium for that. There are a few authors where I'll buy the book right away when it comes out no matter the cost, but for the most part I can wait until the price drops, or just choose something else. There are lots of books to choose from.
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