Elite's not even been out for 1 year.
"Civilization: beyond earth" launched 2 days after Elite dangerous. That game was on steam sale for $19.99 this summer, and will likely be on sale nearer $10 by the time Horizon launches.
Think of it this way:
- ED goes on steam sale just before horizon launches for £10.
- ED:H goes on sale for £30.
AFAICT that's basically identical... and yet I think people wouldn't be reacting this way