That's just for premium beta. It's just a continuation of their kickstarter prices.
The final game will be $50 (available here:
https://store.zaonce.net/elite-dangerous.html/) or if you still want it early you can buy $75 for standard beta (unknown start date). However, keep in mind that they are going the expansion pack route. In the future they will release ship boarding and planetary landings as expansions. You can get the expansion pass to give you access to all major expansions for $50 (
https://store.zaonce.net/elite-dangerous-expansion-pass.html). The Premium Beta package comes with an expansion pass as well, so you're essentially paying an extra $50 to get in now instead of waiting months to play.
Personally, I got alpha access. Yeah, it was pricey, but I'm a huge supporter of space sims and they seem to be doing a great job on this project.