Okay, Doug Bowser had an interview with Washington Post and has explained the price:
"What you see right there is variable pricing. We’ll look at each game, really look at the development that’s gone into the game, the breadth and depth of the gameplay, if you will, the durability over time and the repeatability of gameplay experiences.
“Those are all factors, and there’s many more that go into consideration of what is the right price point for the game. So I think you can anticipate that there will be variable pricing, and we haven’t set a benchmark.”