$40 plus does seem steep, but nothing could stop me from buying it.
In a strange way, I hope it costs a lot because it should be known that it is NOT a demo, it is GT.
If there is anyone out there remotely interested in cars, or technological marvels of any kind- this prologue to the Final Game of Gran Turismo 5 will be well worth any cost.
So like me, your average PS3 gamer will drive the Rolse Royce or Bentley to the store, buy the luxury stlye game for the most expensive video gaming machine on the market, go back to their 50 inch plus tv and enjoy it. (while eating grey poupon ofcourse)