It's actually selling for $10 on a few sites, both new and used versions.
Mass Effect 2 is selling for the full $60 price point, b/c EA games can improve the graphics on a year old game with the Mass Effect 3 engine, drop in DLC, and build hype on ME3 before it releases all while making a healthy profit. It can sell it at $60 b/c the market allows it too, as a few posters on this board have proven.
Is it a douchebag move and very Kotick-like? absolutely, but it's also just good business.
and By the by, I still cant get myself to finish ME1, the story in the begining is SW:episode 1 boring...