Dude no one buys everything at full price. I bought both WFAfor $2 USD and bought all the commanders for 75% off ... cost me $21 CANADIAN dollars to get every commander in the game (minues the British and very recent OKW/USF ones)
Not everyone but most people bought CoH2 at launch, then they bought WFA at launch, then they bought UKF at launch and then they bought the associated commanders new commanders for full price, realistically speaking most people have spent around 100 - 120 € on this game but just because they didn't spend it all at once it doesn't magically reduce the money spent (which is still twice or thrice what's this game is worth), this however doesn't excuse that to unlock all the stuff in multiplayer and I want to underline that to have full access to all units/abilities combos available in the game you need to pay 184,64€..
And don't forget this is just for the competitive multiplayer part of the game, it doesn't include all the SP content + optional multiplayer content (skins,faceplates), it's quite frankly unheard of an RTS shipping it's Xpacs not tied with SP campaigns with the most recent example being legacy of the void.
Also you said you bought them on discount, may I point out the irony?
Are you 12 years old and don't get enough allowance money from your parents to spend $8 on new game content?
One quick edit: The price of the factions itself is fine (infact almost 2/3 of the full price comes from commanders), but paid commanders are a cancer that is helping this game to die rather quickly and that is preventing a lot of new blood from joining, that said I strongly encourage everyone to use the script to farm war spoils and use it to farm commanders.