Personally, it's not big money, but it is certainly on the higher end of what games cost - so I'd see it as 'big money' in that respect.
For many players the cost of the game is fairly irrelevant. Some might complain or whatever. In reality purchasing a crappy game or other product is common. If I buy a stale box of cookies I throw it in the garbage and move on. If its a persistent problem I just don't purchase it anymore. Can't be bothered with making a fuss.
The big difference with EDO is the time, effort, and passion that players have dumped into the overall game. A large percentage of the player base has an emotional investment in the game. Its like discovering your favorite sports team you followed for years intentionally (or through absolutely crazy blunder) threw the season and god knows if they will even return next year. It really sucks.