On a GaaS, $40/user is very good. The LTD should be average, because many people will get some thing or another. Now there are only a few things to buy, but over time as they keep releaasing warbonds they'll be stacking there, so people will be able to pay in way more things.
Even if not the case, with the $40 they are ok specially now that they apparently sold a few millions at launch and they are getting insane CCUs. That's a lot of money. I mean, let's say they sold 3M, multiply this for $40M: they already did minimum $120M, should be more. The game pretty likely became profitable on its first week, so will end being highly profitable specially as they keep adding new stuff.