Bought it for this price a few months ago. I find EA to be extremely lazy about lowering game prices for digital copies of their games. Just go look at Take2 and then Steam prices.
Mass Effect 2 - Steam $50(R390), Take2 R84
C&C4 - Steam $30 (R234), Take2 R84
Medal of Honor - Steam $60 (R468), Take2 R129
