I'm torn about which side of the fence I sit on with this topic.
This game is exceptionally playable, without having to spend any money at all on premium content. So i can understand the price point for premium content, because it's paying for the licensing that covers all of the casual players who are more than happy to keep playing it as a free game without spending anything on it.
Do I think that premium content could be priced lower? Absolutely. I definitely agree that if donuts were half the price, more people would buy them.
The real question in terms of profitability for EA is "if the premium content was half of the price it is now, would TWICE as many people buy it...?" and the answer to that, is probably not.