It's not a rip-off, it's simply a relatively high 'early adopter' fee. It's fairly common in technology, most notably with Windows releases and new Apple hardware. Still sucks, though, as it encourages you not to be too loyal to any one company, otherwise you'll get burned by the first release then get charged again for the second. Good thing Stardock actually does the opposite and treats their early adopters with respect, it's one of the reasons I trust them so much.
Still, I'd love to buy DA:Ultimate even though I already have both DA:O (preordered it, even!) and DA:A, $25 a bit high for all the DLC but I'd get a shiny new copy of both DA:O and DA:A on top of it. Pity that EA is still locking their games from us non-US customers here so even if I want to pay (again!) for Dragon Age, I'm unable to do so.