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Penguin's eBooks are going to tank faster then the Titanic sank. Nobody wants to pay the same for an eBook as the pBook. That's just bad business sense.
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Clearly you have not been in business. There are only a few things that drive pricing:
1) Competition
2) Quality/Functionality
3) What the consumer is willing to pay
(2) is pretty much a non-issue for ebooks unless they really screw up something so that leaves (1) and (3).
Competition consists of paper books and other similar ebooks. Other similar ebooks (major publishers) mostly have a similar pricing structure. So that leaves paper books. There are back to the same 'ole dead horse of keeping/swapping/trading vs. ebook DRM and convenience. I will not argue that once again - clearly it depends on the buyer, as we see here from the differing opinions.
Then there is (3). Time will tell.
BTW, you will note the absence of "fair pricing" as a factor. There is no such thing in any business. You get what you can get, period. That's the system.