Price is definitely a big factor in my own reading decisions as well. As a result of price, I typically go on reading "binges" where I will read something, remember how much I like to read things and go through another few things on my list until I notice I'm thinking about buying something for $14 and I just bought three or four other books in the past couple weeks, and do I really need to read this thing right now? Maybe I can wait until it's been out for a little bit and see if my library gets it or the price comes down.
Then my library doesn't have it, and I exhaust all the things on my list that they currently have (or I sign up for a few things and am in a queue that is likely months long...) and stop reading. After a few weeks, I will continue to not read until it occurs to me to check on a book, and maybe that $14 book is down to $9 (still not great, but I haven't read anything in a while (i.e. my budget has recovered), so what the hey)
The middlemen taking a big chunk of the money for distribution made sense when distribution was the difficult and expensive part of the proposition. It hardly makes sense for this to continue when the cost to produce a copy of an ebook is vanishingly small and half of it is the customer's responsibility.