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I am sure if you write to the customer support you´ll get AI for 9 bucks too.But I see your point, Funcom seems to be more interested in the froob-players than us who pays or have paid (like you).
The whole upgrade to all expansions thing for $10 is a special, not a fixed offer to fr00bs. They just seem to be running it for a long time. As lordgonzo said I'm sure if you ask or maybe even if you don't you could upgrade for $10.
I dont even want to pay for the game lol...