It's certainly milking it.
But at least the addition for Super were considered worthwhile. Let's see how Arcade Edition fares. I think they're doing it as a paid DLC patch so they are aware that it isn't advisable to charge full price for a game that features just balance tweaks and a few new characters.
They're essentially giving customers a choice on their purchase method. For 15 dollars you can upgrade your copy of Super to Arcade Edition. From my understanding Super will be phased off of store shelves in favor of SSFIV: AE and will be the same price. I own a copy of Super, but will be waiting for the retail edition. I want a copy of the game that will be future proofed if you get my drift.
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