Why is there suddenly controversy over Ubisoft's longstanding practice of offering Gold and Ultimate Editions priced at $110 or more?

Since 2018, games like AC Odyssey, Valhalla, Far Cry 5, Far Cry 6, and Ghost Recon Breakpoint have consistently offered Ultimate Editions priced between $110 and $130, which always included a season pass, DLC missions, cosmetics, and various extras. This has been the norm for six years now. So why is there sudden outrage over Ubisoft offering a $130 Ultimate Edition for Star Wars Outlaws with the usual perks? What's the reasoning behind this newfound upset? Is it genuine concern, or is there a deeper issue at play, perhaps related to anti-woke sentiments regarding certain characters or comments made by community managers? It's curious that this is only becoming a major issue now, rather than back in 2018 or 2019.