The difference between the book and bitcoin is that the price listed for the book is the "ask price". Anyone can "ask" any price they want for the bitcoin they own.
The "market price" quoted by the various bitcoin exchanges (such as MtGox) is the price at which bitcoins were actually exchanged. You'll notice that the article says that nobody actually bought the book for $23 million. Whatever the highest price was that someone actually bought the book would be the "market price" of the book.