Read it again. This is the PREMIUM Edition. It contains the game and all the expansions (BF3 Premium) out of the box.
I find it funny that most of the complainers are the ones who obviously don't play BF3 or have no intention of doing so.
How can this be "rip-off?" I played the game when it launched last year, and now people still on the fence might jump on it -- thus spiking sales once again.
If you want to save on games, play 'em late. Say, Warfighter, Black Ops 2, etc. Pick them up 8+ months after release and then it would be cheaper. I paid full price for mine but I was excited to play it straight away. So it's logical to lower the price point now.
Actually, this is a good marketing move by EA. People are talking about BF3 a lot and their friends, too. So now the newbies can try it for themselves and don't have to feel gimped with the added shortcut pack...although unlocking stuff is part of the fun so I don't get why people would want to do that.