You also get the digital soundtrack with 22 tracks and the design documents.
You usually pay up to $1-2 for a digital song on iTunes or Amazon so the price is imo not that bad IF you are a fan (everyone else shouldn't buy the DLC anyway)...
True. What you get is clearly marked on the DLC at the point of purchase. So people can just not buy it.
However, I still think the price is too steep. On GOG for instance a OST is included with many games for free.