Does the pvp pass work account wide or just on the one toon? if it is across all, it seems reasonably priced. people who only want to pvp will get their unlimited pvp time and still save ~$5s a month. (personally, i will be doing this on busy months)
however, if this is on a per toon basis, price needs to be dropped.
I would assume it applies to the account... if it is per toon... that's just ridiculous.