From the standpoint of the consumer, the $10 price was only a little more than a paperback (typically around $8 these days) and a lot less than a hardbound book (typically $25). This encouraged buyers who normally wait (typically a year) for a bestseller to go to paperback.
By making the e-book price $13 to $15, you are creating a third-tier price-point.
Paperbacks will be $8 (and a year or more out-of-date), e-Books will be $15 (brand new), and hardcovers will be $25 (brand new).
Fine, this all seems perfectly resonable unless the publisher really wants to sell more e-books so he can reduce his fixed costs - paper, ink, printing, storage, and distribution.
The value of the intellectual property on books continues to rise so it escapes me why publishers would not want to entice people to buy e-books at attractive prices rather than to have to sell them "dead-tree" books instead of downloaded from servers.
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