I ordered this directly from FFG the other day, I can't wait to get my hands on it. While 15 dollars plus 9 shipping did seem a little steep due to what you get material wise, I was more than happy to pay it. The reason for this is simple, for 23 dollars I will get several hours of enjoyment. I could spend the same amount on a couple of movie tickets or something of that nature and might not even like the movie. With this, I get several hours of fun with a great group of friends and it can be enjoyed over and over through replayabilty. For me, it was a no-brainer. Then again, I own everything out for 2nd edition...
For Australians and Europeans the postage cost is higher than the product (if bought through FFG)! ~$35 for Australia. I also own everything for 1st and 2nd editions but somewhere a limit has to be set on what is reasonable value. (I haven't played it yet, I might not enjoy either)
The local shops in Australia charge a lot for the PoD stuff as well, so the benefits of PoD don't seem to translate for international buyers. For instance a small box expansion for Talisman retails for $30, the same as the PoD expansion that was released. It was more on the FFG website. For that you got about 30 cards, for a small box expansion you get well over a 100 cards plus 4-6 miniatures.
I'll probably just have to wait and get it from an American store. I suppose the rule is for international customers you have to pay through the teeth if you want a PoD item on release date. I wish FFG would look into their postage prices