The publishing industry is undergoing a vast and expansive change, and I believe it's for the better. It used to be that big publishers used to dictate who they would select with their divine finger for publication. A lot of good writers were left out of the equation. And those selected would end up supporting the publishing industry. The profit a writer received under the old model was tiny. In consideration that it was their genius that created the story in the first place, it didn't seem right.
Now, with Smashwords, everybody can publish. They can set their own price and receive up to half the profit in sales. The initial costs of printing and shipping are eliminated. So, why do big publishers insist on charging upwards of $20.00 for an ebook? I have no complaint if $10.00 is returning to the author, but I doubt it. It is my belief that no ebook should cost more than $5.00. That's why all the books published under Adam Books at Smashwords are $4.95.
I don't think we need to be greedy to earn a living. Because why do writers write? They write because somebody around the primordial fire responded to a tale told. Without a readership, we as writers, are nothing. Respect the reader and they will support you by reading your work: a simple truth.