The way I see it, folks ant dumb, they know that the cost of a virtual copy is virtually nothing. Now you can argue about VAT and other costs but in their heads they think you are robbing them when you price hard and high, so either be willing to accept blow back as this tension grows or lower prices.

She said: “Why would people pay the same for a virtual book, with none of the graphic design, physical presence, production and distribution costs accepted as part of the printed kind? I always thought that in those early days e-books should have been given away as an add-on to the printed book. That would have made readers feel they were getting something extra as well as ensuring the new format received very wide exposure very quickly.

via Publishing industry at risk from agency model, claims agent | theBookseller.com.