Game costs the same as a cheap bottle of Scotch which is gone in a week.
£30 spent on this game has far more longevity than spent elsewhere during my leisure time, I don't see the issue. If I never logon again, I have currently paid around 8 pence per hour for my entertainment.
A far better way of judging money well spent will be a year after full launch, not during the EA.
Additionally, and I cannot stress this enough, the game is not yet launched, we are paying to play it early, at no extra cost. It is the consumers who want products NOW, so you cannot blame companies for releasing EA's really, they know some consumers are desperate enough to buy an unfinished product.