I don't think it's greedy at all, purely business.
Technically of course, it can't really be expensive if there is nothing comparitive. There is a huge investment that needs paying off if we are to see technology like this develop. Many people will spend a fiver of their disposable income on two days of gameplay, just as we all used to happily rent an hour and a half of VHS gold every weekend. It's aimed purely at the casuals. And if you want to buy it for the same price on a disk from a far flung eBay destination, then wait for it to arrive, knock yourself out.
But (just as you and I did with the PS4) some people will embrace this tech early and bring the price down for the rest of us. What's the problem with that? It's only old stuff you've already played or never wanted to play in the first place.
Maybe the prices are intended to control the Beta? If it were a pound a pop, I suspect you would have single handedly crashed the system already, by playing every available title for 30 seconds each.
Edited by mrnelster (Thu 16-Jul-15 18:52:57)