> 10 % of final price? Probably less
The only two people I know personally who have published books make more money from the amazon affiliate link on their blog/website to their book than they get from the publisher. I think it's standard to get 10% of the net per book which works out to between 0% and 5% of final price depending on the publisher.
BTW new economy makes it easy to extract value from the long tail. How much does author earn on each book? 10 % of final price? Probably less.
With if he self-publish an e-book, he can earn 100% of the price. Think about price difference for customer. Would you be more eager to buy book that is 1/10 the price? Would you be more eager to buy 21 years old book from author, or from some huge distributor?
Cutting out the middle man is the way to support more content producers with the same amount of customers. Copyright protects distributors, not producers.
Is it better for you to sell 10000 e-books, and know that for each book sold 10 more were pirated, or to sell 1000 e-books, and know nobody pirates them? I'd prefer the former.