Crazy pricing

I like reading books on my iPad.  I am using both the Kindle app from Amazon and the Nook app from Barnes & Noble - they both work well, and seem better than Apple's own ebooks app.

I also like Ken Follett's historical novels, and he has a new one - called Fall of Giants.  But the Amazon pricing is crazy!  It's more expensive on Amazon in the Kindle (electronic) version - $19.99 - than in the hardback (actual copy) version - $19.40:

Fall of Giants (The Century Trilogy) [Hardcover]

Ken Follett (Author)

3.8 out of 5 stars  See all reviews (21 customer reviews)

---

List Price: $36.00 Price: $19.40 & eligible for FREE Super Saver Shipping on orders over $25. Details You Save: $16.60 (46%)

In Stock. Ships from and sold by Amazon.com. Gift-wrap available.

Formats Amazon Price New from Used from Kindle Edition --   $19.99 -- Expand Hardcover $19.40   $17.85 $26.01 Expand Audio, CD, Abridged, Audiobook $20.21   $17.39 $17.17 ExpandShow 5 more formats

By way of contrast, BN has it for $19.99 in the electronic version and $21.06 for the hardback version.

What is the rationale for Amazon's pricing, besides pure greed?  Though it seems like the greed is on the part of the publisher, not Amazon, which is willing to discount the hardback even more than BN.

This pricing structure,makes me rethink my whole approach to purchasing books.