It seems that a 30 day rental window should be cost less than that.

For a book costing $14, it still costs 60% of the price to rent it. Even blockbuster at their prices was 25-30% of a new release price, with red box being 10% or so.

That's not new. Although, I haven't seen it for relatively inexpensive books very much.

I believe it's targetted at the textbook market.