It's a mental pricing strategy, I'm sure they will press millions of copies & in 5 years time it will be widely available for £20 at the local Tesco. Adele will be a bit of an outlier though, one of those artists where fans will buy the vinyl when they don't own a record deck. In the lead up to Christmas it will sell at a premium.
From a VMP point of view though, the pricing doesn't seem that wild, either £30 + postage in the UK, or £33 from VMP. I wouldn't be surprised if the record company is charging top dollar & VMP instead of cutting their margin are just pricing based on what they pay.
I remember chatting to a record store owner a few years back who was complaining about record store day margins shrinking, but he also called out the price of the Beatles red & blue reissues. He said it's just not saleable with any real margin applied.