I suppose it's more Sony's doing than Hello Games but what were they thinking on that pricing good lord, it's an indie studio making an indie game.
The amount of people I've seen on the net posting that £40 is too much and even at £30 they'd be willing to give it a go is incredible. This game would have been an amazing success story at £25-30 and I suspect a many more would have bought it too.
Sony know however that you can pretty much ask what you like once the hype reaches a certain level.
I'm not one usually to quibble on price when it comes to games but from what I've seen so far I wouldn't pay more than £20 tops - and that would be if they sorted the controls out which seem to be a bit hit and miss going by the videos I've watched.