Yes, that price point is soooo hard for them to maintain they couldn't possibly charge anything other than $40 for it or add in a few more cards and still hit that price point. No way a retailer like gamestop could sell this game for $20 or any of the other big online retailers have enough room to mark it down by more than 10%. The truth is they sell products at various prices and card count doesn't have a **** thing to do with price. The new keyforge starter set has 4 decks of 37 cards at their typical $40 and yet Arkham has 239 cards at the same price. For $10 less at $30 MSRP you get 66 cards in Return of the night of the zealot or you can get 60 cards for $15 MSRP on a standard expansion pack or ~161 cards on a $30 deluxe expansion.
The reality is they have a business model that expects people to be willing to buy multiple cores of their games, so they do so across multiple games and game types at various price points. I suspect in the future they will slowly turn away from this model. They had a lot of people complain and lost customers due to them having exclusive cards in certain ships for x-wing that many didn't actually want to buy, except for that one card. It is a great ploy to sell the ship but the x-wing crowd was very vocal and FFG changed their business model. The best thing for any of us to do is voice a hard opinion on the business model and force them to change it. Their newest game, Keyforge, only needs one core set to get into the game, although that may just be the nature of the game and not a shift in their business model.
If you hate buying multiple cores, make sure they know it. Otherwise they will think you are happy buying multiple cores for all their games.