Seth Godin on How much should an ebook cost?:

This is the wrong question. The right question is: How much will an ebook cost? Because the answer isn’t up to one author or one publisher or even a price-fixing cartel. It’s up to the market, which is a far more complicated entity. There are no shoulds in the market, just reality.

He makes an interesting argument for dynamic pricing: that unknown authors should release their ebooks for free, and then scale the prices up.