After hearing that I really had to take a deep breath and I wondered what the expansion contains that justifies 40$. If you ask me its not the few known features...
I could assume that the store isn't running as well as EA likes and as rumour has it the expansion includes a 10$ store voucher. - Once a customer is at the store he might even buy more.
However evil my thoughts may be, I'd like to make my own, free choice whether I want to buy an expansion or store points.