To be honest, it's about time they did this. The old pricing system was epically stupid. You were entitled to an upgrade if you had any version of Visual Studio. Including the free Express versions. So the full price was, in effect, a tax on anyone not reading the fine print clearly and a practice I find quite unethical.
That it's now also cheaper than the old upgrade cost I'm going to chalk up as a secondary victory for those of us who've long complained at Microsoft for exploitative pricing practices in the past.