Ahhh, okay.
That's not too terrible, but it will depend entirely on the quality of the rulebook and cards. I'm not excited by the "unlock premium cards" thing they have. I'd have to see artwork and card quality before spending money on that. If I can sell a box of professional quality cards (184 cards) for $30 (granted, not much profit)...$45 better get you a pretty nice set of cards.
I see now, the version I saw was for included international shipping (which is always a b_tch). I'll definitely check this out when it becomes commercially available.