In europe the game is sold in stores and better prices tend to be than what Steam offers, sadly over here you are limited to Amazon, Steam or importing.
Another thing might be that Amazon were selling this last week for only $20 :D
Depending on the taxes where you live buying it through the Origin (EA) website is probably a better deal with there current offer ($30.98 after shipping) plus you get Shift for the PC.
Its has said existing in most of the things i have read
http://blog.us.playstation.com/2011/05/16/details-for-playstation-network-and-qriocity-customer-appreciation-program-in-north-america/