I don't think this is a legitimate price... I think this is just a probe to see how much they can actually sell things for and how much people will actually pay for them.
This is half the price of a normal game and about the price of a fucking expansion pack all for a glittery horse.
Expect to see more of this shit in SC2. 'New marine skins for 5$!'
Sounds cool until you realize DoW had a built in army painter that was free and games like Aion and other mmos let you clone and paint your armor as you see fit. Welcome to the age of micro-transactions and it wont stop till people relearn the value of a dollar online.