Cost of an ebook

There has been much controversy of late about what an ebook should cost. You might remember the flap when Amazon tried to strong arm Macmillan into pricing their books at a level lower than what they wanted or face an inability to sell on Amazon. Amazon blinked and now Macmillan can charge what they want.
But all that aside, what as a reader are you willing to spend and as a writer what are you willing to accept?
Personally, I think it depends on two things - what the book offers and the competition. I think any reader purchasing an ebook is doing it for two reasons: convenience and cost. In the old days, I used to wait for the paperback version of a hardback to come out primarily because of the cost involved. It just chafed to plunk down over $20 for a book I was probably going to read once and then throw [or give] away. $5.95 [at the time] was easier to take.
I think the same holds true today. If I am buying an ebook it's because I don't want to wait and because I don't want to spend over $25 for a book. I also don't want to spend over $10 for the convenience.
I see eversions of some NY Times best sellers going for $13.99. You know what? At that price, I'll put my name on the list at my library.
So, take heed, publishers and authors. Don't price yourselves out of the market.