People seem to forget, you are paying not only for new content, but for first dibs,/access to new content. Treat this like a new book or a new movie. When a new book gets released, if its really good, its released in Hardback. Book is probably around 24.99-27.99. A few months later, you get same book, but in paperback for like 7.99. When the next book in the series comes out, you pay full price. Now, yes, some of us got the game at a cheaper price because it was reworked. It doesn't mean you get that price every time. You pay to be included with everyone else for using product as soon as its released.

Now $40 isn't bad. We are practically getting a new game with the commitment of adding patches and new stuff until next expansion. Look at it like this...You are paying for an expansion that's really a "sequel" that also gets you unlimited DLC until next "expansion". You don't get that from non-mmo's. We buy games and buy all sequels to them but we don't get much in between sequel releases. Just think of this game as one big sequel.