Full price. I mean it is a very solid game, but it is also an amazing bit of technology. While I agree that some of the heads look a bit weird, the facial expressions are an amazing of what we hopefully will see more of in the future. And it isn't just a gimmick, it's an integral part of the game.
So yeah, I'm a big fan of supporting ambitious new projects like this, particularly considering there is so much focus on established IP's nowadays.