Perhaps I'm wrong, but last I checked the publishers can't dictate the price of books to the retailer. If the retailer wants to lose money on a title, the publisher can't do anything about it as long as the retailer pays the wholesale price. So the list
price will be $35, but the retailers may charge $10 or $15 or so for it.
E.g. The Lost Symbol
ebook has an official list price of $30; Amazon, Sony and B&N all sell it for $10.
Sounds like business as usual, with an article whose author has never paid attention to those prices on the webpage with the strikethrough.