That's cheaper than you can get it wholesale here in the UK. I have a few in stock but can't get anywhere near that price without selling it at a loss. Maybe Amazon did a deal with Cryptozoic? If so then there's no hope of me selling future titles!
It's actually a Marketplace seller on Amazon, which means it's a third party seller and not Amazon. Amazon simply cuts a small percentage from the deal.
I have no idea how they got it that cheap, but they aren't the only ones - others are a 1-2 pounds more expensive and still way below MSRP of $40, if you look at http://www.amazon.co.uk/gp/offer-listing/1617681725/ref=dp_o...
This might be some deal Cryptozoic made with bookstores that sell games. If you look at Amazon third party sellers for this title, there's quite a few and all of them seem to be primarily book stores.
And just to clarify, this is the actual board game. At least my order arrived and it's the right thing.