Amazon is selling it for $30 for online codes, $58.92 at the time of post for the physical version. I see a couple on eBay for lower than the $60 price, but it’s from the usual grey market sellers, so caveat emptor. Green man Games has online does for $30, discounted 50%. These are the guaranteed, you will get good keys/physical copy, retailers.
For note: I’m not going to check the rest of the grey market sites because they do more harm than good, and have been caught several times selling bad keys for games. So if you’re willing to risk it, yes you can get it cheaper. I’ll concede the point with this caveat.
As far as people who’ve already bought it, most who already have it aren’t even willing to shell out $30 based in forum posts, so effectively it’s a non-issue. Either Aspyr prices it to make money, or they price it so low that they can’t make money. Appealing to fans who’ve already bought it isn’t going to do them any favors either way.
EDIT: reformatted, added some stuff.