Upload & Sell: Off
I've been doing this sort of thing with my family portrait sessions. They aren't my main source of income, so I don't charge very much, but I currently do 1-hour sessions with a disc of the best images for $250 (~25 images, high res and web size). I shoot on location, using natural light and spend almost no time in post, so I feel okay about that price. I'd like to start charging $500+, but I think that would be difficult to do without including prints or even a framed piece (at least where I live). People love having shots for Facebook nowadays, but there's a point where they're spending so much that they need to receive a physical product in order to justify the cost to themselves.
I plan on raising my prices soon, but in order to do that, I feel that I should start hiring an assistant, using lighting to raise the production value of my work, and including prints and a framed piece. That way, no one can argue that I'm charging too much when I ask for $500 or more.