Expect to pay £49.99 for the convenience. Before you jump into the comments moaning about rip-offs and what-not, Sony obviously can't undercut their retail partners for obvious reasons. Until one of the platform holders commits to going solely digital, you're going to continue to see announcements like this for a while.
And it's working on a single player game
The Turing Test, Infinite Minigolf
Raid some tombs
That's a plus