I hear that all the time... funny... if you play a console game, you pay 60 bucks for the game and within a years time usually buy 3 or 4 map packs at 10 bucks each.
If you play World of Warcraft, your paying (I think 20 bucks a month).
If your playing the Company of Heroes series... you've spent 40 plus 30 plus 30 so far.
So I'd say 125 bucks for a game/sim that has many detailed and accurately modeled vehicles and tanks to drive, shoot, command, or just watch (F8 view), along with over 100 excellent and realistic armor missions, plus maybe 1000 made user missions, a detailed map editor and mission editor, along with constant updates, add-ons, and tweaks, (most usually free)... well you got a great deal.
Besides... I have never found one person who ever regretted buying this simulation.
That said, I'm not here to sell it, just share news, info, screens, and videos about it. It's not for everyone... and it sure the hell ain't no Battlefield clone.