It's an absolutely massive game, and has been in development for 17 years. They also were pretty upfront with the fact that there would be a price increase at launch. I'll also mention it's one of the rarer games where the devs opted out of any Steam DRM, so you can copy the game files and run them on any machine without needing Steam installed. I keep the game on a thumbdrive for playing on my work PC when I have downtime.
All in all I think the price is well deserved, and I hope they do really well.
I'm not used to hearing good things about EA, but good for them.