I'm actually quite surprised to see people being as keen as they are to pay for the digital product. While it is a comparatively low price compared to Dungeon and Dragon when they were in print, these aren't printed product, only .pdf, and I expect a much lower price for digital product.
Mostly though, regardless of price, this seems to be around about the same amount of material we were getting for 3.5 online anyway... For free. More adventure modules than "how to use our splatbook-of-the-month" sure, but I can't honestly say the adventures have been spectacular. Or, more simply... I wouldn't have paid money for them in a store, so buying them online by subscription still seems a bit off to me.