Considering the cost of SysAdmins these days, $200 is not a lot to just add a book to the current offerings. From Sony's point-of-view the fees may just cover the additional expense of the cataloging and conversion (if even that.) As bostonte noted, the critical elements of the agreement are not there. What is the split? Are there minimums? Is there a fee per month for keeping the book in the catalog? Who sets the price?
Liviu 5 goes on about a "distribution model that already failed miserably to be read on a reader I've heard only lukewarm reviews of." If that is the case and their belief, why even bother to consider them as a means of distribution? This is only good or bad in consideration of what other sites are asking for their services.
Given the cost of book promotion, $200 is nothing.