I chose 'I'll buy books I'm eagerly anticipating at the higher price but wait for other stuff."
For a newly released book $15 is still a lot less than the price of a hardback that I was not going to get anyway. The $9.99 price was a loss leader for Amazon, and others have tried to match it... but I never saw that as a situation that would last.
The $15 price is not something that will stop me from getting a new book I really want... unbreakable DRM is what kills a deal for me. I will NOT "buy" a book that has DRM I cannot easily remove. Period.
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