@ Kantor: Little Big Planet is a definately flop! How do I know?! When I took the sackboy home with me he was limp!!! 
Yoo hoo, Kantor! Retailers don't get a significant retail margin on new release high margin titles because they sell so quickly they hardly take up retail space. Whilst games on the Wii and games selling over a longer period of time do infact have a higher retail margin IIRC.
So I would say that the figures you are given reflect the average price given to publishers over the lifetime of the titles shelflife which reflects price cuts etc. The initial margin I believe is something like $12 on a $60 title and the remainder in shipping etc costs $8 or less which gives Sony a nice $40 in the hand for your day one Killzone 2 purchase (The game sucks, you're playing Haze instead so admit it!!) Advertising is funny so I won't try and work that one out.
Tease.
