It's out of their hands. The way retail works is the distributor (or publisher) sells the boxed copies to the retailer at some wholesale price. The retailer is then free to set whatever price they want on it. They own the boxes now. They can sell it at a loss if they want. (Or sell it less than other stores by operating out of a tax-free zone like the channel isles.)
In other words, boxed-copy retail is functionally different to digital distribution.
It's capitalism.
EDIT: I suppose it's easy for me to say, since I'm paying in Dollars. I do sympathise with you guys paying 40 Euros.
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