Full price is what we pay for a full game. I will buy EA, don't get me wrong, but still, every early access I've bought has had a lowered price tag because the game was still in development and not yet fully released.
I actually prefer it this way. I find if game in EA is cheaper then 1.0 I feel pressured to buy now, even if I don't intend to play EA. Lower prince EA makes sense, as the product has lower value, but it also make sense to to do it, if you don't want to invite people to jump in early outside providing feedback.
