The price is reduced from £40 to £27.50 That would reduce the price so that it is in line with what the usa and the rest of Europe(with euro) are paying. £27.50 is much more than what Ive usually paid for a Dlc in the past with any game but I will give Bungie the benefit of the doubt that this is an expansion and will contain more than the previous dlcs(which were priced at around £18 each or both with the season pass for £35) Everything looks good, i want it but im not going to be taken the p!ss out of by paying a higher price than the rest of the globe. EDIT. *if its full game worthy why isnt it a full game price in the usa or anywhere else? Why only uk paying full game price * if its to do with taxes in the uk then where were those taxes when I bought vanilla destiny, why did i only pay £40 and not £63. also for the Americans who believe it is worth $63 but are only paying $40....put your money where you mouth is, buy the dlc for $40 and send me the remaining $23......il use that to buy ttk....everybody is a winner, destiny get the money they deserve, you get to pay destiny what you think the game is worth and I get ttk........tri-tri-tri triple win. (im not serious) https://www.change.org/p/bungie-activision-price-destiny-fairly-in-the-uk