Best (paper) Books of the Month: 40% off

*NON*-KINDLE - These are paper books, but the 40% discounts should be noted, especially for books wanted when no Kindle edition has been made available.

Amazon has just created a new page that highlights what they consider "the best new books" to read every month.  These feature "editors' picks" and "reviews of the best new reads in fiction, nonfiction, and books for young readers, available at 40% off all month long."  The new page is titled Amazon's Best Books of the Month Store.  Again, these are not Kindle books.

My guess is that this was made to offset the delay in Kindle books being made available at the time of a book's release because the Big 5 (Random House excluded) want the Kindle releases of new books to be at higher rates or they delay their availability.
  Another reason would be to keep a focus on hardcover books, as publishers have been concerned that e-book sales will "cannibalize" sales of the hardback books.   And of course, it's another way to get revenue to offset losses on Kindle $9.99 books still being offered, as the traditional payment to publishers is 50% of the publisher-set List Price.