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Like for example it's the current pass for this season, when season 2 comes out, I think they'll probably lower the price.
There's also the fact they are competing against Capcom, whenever SFV is on sale, you'll usually find T7 is also on sale. I imagine it's the same story with their DLCs.
Plus the season pass does contain crossover characters, Bandai probably had to buy a license to use them or had some deal in which SNK and Square Enix also benefit from the season pass, maybe they can't lower the price or put on sale because that would be against their agreement with SNK and SE.
Who knows.
Also side note, don't buy the season pass, if you're after all the characters, it's cheaper to buy them all seperately (also note, Eliza doesn't come with the season pass).