Well they are little silly with there money... You could potentially buy 5 new release games for the equivalent of that game and its subscription for 6 months.
The subscription is a step too far in my opinion. Just leaching more money out of us gamers... games developers get enough money as it is why do they need to add subscriptions to that as well? I mean heck Valve released The Orange Box for £25 which included 6 games(3 of which were new releases and 1 of which is now hailed as the best game ever buy most reviewers).
How can anyone else justify the crazy prices they demand for one game when Valve are capable of releasing 3 for less as well as those three all being extremely highly rated. Valve develop games for the benefit of gamers and for there own enjoyment... they unlike nearly everyone else aren't driven by greed and the results are conclusive. Valve are FAR better without a doubt!