As much as they can get away with. They make this pro white nationalist game but hide this fact, call it Skyrim, and price it at 59.99. Four months later, after it is clear that they told many lies, the price is still the same on Steam.
White nationalist game? LOL... Also... Skyrim has been a province in Tamriel for a very long time, Naming a game after the region is a Bethesda Forte' not a new thing. Also, I didn't see a clause in the game that forced you into buying it. If you don't think it's a good investment, then don't purchase the game. Even with all the bugs and issues I've had, every minute of the game has been worth it for me.