So would you be happier if only the $39 price point was available, without any of the extra chapters? Then you wouldn't have the other price point to make you feel like you're missing out on something?
How about he releases the entire book at a reasonable price point that isn't $250. It's unfortunate that John is playing games with pricing. This entire pricing scheme feels like something EA would cook up and that is NOT good optics.
I would be happier if they didn't lie to me and claim that $39 will get me the full book. I would be even happier if they didn't go the video game route and add several purchase tiers including day-0 DLC. It's manipulative and will make me feel like I missed out if I opt for one of the cheaper options.