Breakdown:

---------------------------------Base Expansion or Digital expansion: $40
Heavensward- $40

---------------------------------Base Expansion + CE upgrade or Digital Deluxe: $60
Heavensward- $40
CE Items- $20

---------------------------------Physical Collector's Edition: $130
Heavensward- $40
CE Items- $20
Dragon- $30
Art Book- $20
CS Blu-Ray- $20


Well... the math seems pretty obvious to me, OP.

What exactly don't you get?