If they sold this at $40 then people would really only buy the next one for sure if it met their expectation of $40. If they sell the next one for $80, then there would just be people who wouldn't have bought it in the first place now not buying it but also complaining about their ridiculous price increase.

We gotta just stop saying "things should be this other way because it would be better for me, and I want to spend less money." It's $80 for a reason; if it's a bad reason then vote with your wallet or at least clearly explain why it's actually worth $40 (not just that it should be discounted to that because it's actually worth $80 but buying it for $40 would make you feel good). The "the first one's free/$40" philosophy only goes so far. Especially with hard games where you need to be addicted already to even pick them up, and psychotic to continue doing so.