Battlefield games are usually about $100-120 worth of content so I don't really balk at that. The real issue is what someone else pointed out, you don't know what you're getting if you buy the seasons pass now. BF3 didn't have expansions dsepite their use of the term, they were glorified map packs with some unlocks thrown in. The quality was all over the place too. Also I'm not a fan of the whole "skip the queue" thing with Premium.
Given that people tend to play BF games for a long time I am telling people I know to just wait for a deal later on, this seems like BF 3.5 anyway.