Swear for some people collecting amp sims is like collecting Pokemon. I do think £300 is a bit expensive for someone who wants to buy absolutely everything, but the advantage is not having to do it all in one big hit, and being able to choose which packs you actually want. How many people actually need all the amps, all the time, in plugin format? I sure as hell don't need as many Fenders as the Fullerton Complete contains, but fuck it.
Some kind of discount to users who own other packs would be nice when more come along, as I imagine there'll end up being quite a lot of overlap with FX, features, cabs etc. And I think each user will always have certain amps that are insta-buy must haves, and a large proportion that are more "cool to have, barely going to use it". I dont care for Dumbles, so Im less likely to throw $300 at that pack, but maybe if its $50-75, I'd just do it.
They're different platforms with different goals. I don't really mind the plugins not being exactly like a 1:1 of an entire AxeFX in one plugin.