To me, this DLC is overpriced because it seems like its a repackaged Exalted Plains/or any other explorable zone that is devoted mostly to fetch quests. The original game has 10 of these, so in a way, you can see each zone worth about $7 USD.
If the DLC is another zone with nothing reportedly more innovative in its infrastructure/storytelling comparing to its vanilla counterparts, then why should I pay more than $10? I have a very busy lifestyle and am strapped with expensive, time consuming hobbies, so when I see Origin asking $15 from me to spend 5 hours finding shards, I have to pass.
I don't see much of a point in comparing the cost of this DLC to the money you spend on other entertainment, like a night out. That is easy to explain via opportunity cost. I am happy to spend alot of money on a night out because the opportunity cost of having an awesome time with my friends (rekt or not lol) is way higher than numbing my brain to hours worth of fetch quests. If it was $15 for a Citadel-like DLC, the opportunity cost of having hours worth of engaging, innovative storytelling/gameplay/interactions becomes more compelling and I'm more than happy to shell out the cash for it.
I'm grateful Bioware managed to release Jaws of Hakkon so early in the new year. It's great that they are salvaging all of the content they've made for DAI, and want to share it with us. I'm glad people have managed to enjoy it, and I would love to play this DLC when I have less things competing for my time and money. But I would look upon it more kindly if they improved the DLC based on post-release feedback, and made it more worth $15 and seem less like an afterthought release.