If you are an author you should feel free to name your price. It's your work so why not own it?
If you are a consumer, and a few do go further than just buying books, feel that all content should set to a price they can afford.
When the two numbers meet, that makes a sale and a market.
Does anyone truely believe that the prices of most (if not all) ebooks reflect the costs relative to royalties, publication costs, etc. If the whole business isn't a 'price fixing' classic, I've never seen one.