Keep in mind this is for first-time, untested authors. The publishers are spending what, $10k or more on publishing and order fulfillment? Payroll or contract rates for graphic design, editing, reviewing, etc?

Yes the ebook split seems much lower than expected, but the book is also cheaper.

If you have a proven track record of writing books people want to pay $60+ for I'm sure you can negotiate better deals as time goes on, including advances.