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Publishers still think of their sales in terms of per-unit costs, and use that to set prices and determine profits. E-books clearly skew that model, but it may be that Penguin has decided for the time being that an e-book is most similar to a hardback, i.e., a limited popularity item, that they feel they can price highly to make their profit.
Regardless of the actual or perceived costs involved, it's still a good idea to contact Penguin. Informing them of your opinion of the price of their e-books is the best way for them to gather data on what the public wants, which may influence any future adjustment of their pricing plan. And the more people who respond, the more Penguin is likely to consider e-books popularity to be higher than they expected, and a possible candidate for lower pricing to drive higher sales.
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