I don't know if they expected this to be any higher, but it's unsurprising considering they're still selling both physical and digital version for the same price. The additional convenience isn't worth the loss of value for 85-90% of gamers.
Admittedly I don't have a dog in this fight (I'll never buy a AAA game in digital), but I think if they want more people to move to digital they'll have to offer a rebate to compensate. Amazon is shipping these games to your door for free on the day of release, and you can sell them used very quickly if you didn't like it, or if it doesn't measure up to reviews, or after you finished it and it lacks replay value, or ownership value. Seriously, the same price seems very unfair.
Actually to me "initially" is the only place digital pricing makes sense. On launch day it's 59.99 everywhere. At that point you're just trading convenience of digital versus trade in ability/loan ability of disc. And I dont think that's such a clear win for disc, I think it's more a matter of preference. Where digital is really weak is how the prices STAY high for way way way too long. I was just able to pick up COD Ghosts XOne for $6 on disc. $6! It's 59.99 on XBO store. Granted I got a sale but it's been $20 on Amazon for weeks.
The thing is Steam (which I can look to as a mature ecosystem, arguably where consoles may end up at one day) isn't foolproof either. Yes it has lots of wild sales on indies and older stuff, but new games stick to that MSRP for a long long time on steam too.