In the emerging world of eBooks, many consumers assume it is only logical that publishers are saving vast amounts by not having to print or distribute paper books, leaving room to pass along those savings to their customers, reports the New York Times. Publishers largely agree, which is why in negotiations with Apple, five of the six largest publishers of trade books have said they would price most digital editions of new fiction and nonfiction books from $12.99 to $14.99 on the forthcoming iPad [1] tablet — significantly lower than the average $26 price for a hardcover book. But publishers also say consumers exaggerate the savings and have developed unrealistic expectations about how low the prices of eBooks can go. Yes, they say, printing costs may vanish, but a raft of expenses that apply to all books, like overhead, marketing and royalties, are still in effect.