$40 seems about on point. If I recall FFXI expansions were $30, but it's been nearly 10 years since I bought one of those and most games retailed for $50 at that time. Now most games are $60 and Heavensward, even if they are overestimating the content, will definitely have a lot more to do than most $60 games (granted there is also the sub). Sure they make some money selling the expansions, why shouldn't they? But it's not marked up too much. The CE on the other hand, well everyone knows that's primarily to show your support and give them some more money. If all you actually wanted was a dragon figurine, well, you have the internet obviously.