Are there actually many people with no aspirations toward competitive play? Are there people who would buy a core set, some chapter packs, and this expansion, and only ever play with others in their own house, etc.? Even if you only play against one other friend, you would want full playsets of things, especially if that friend had them.
I don't care how many cards are included, I don't care how much it costs, but FFG needs to include full playsets of things, and even 2x of the "limit one per deck" objective sets. Any objective released should be an auto-2x in its package.
So you would be fine paying twice the cost for an expansion with 264 cards? Or would you rather the expansion have only 12 new objective sets and pay the same price for a full playset? Personally I'm happy for more cards to create a more diverse game. Given that, I'll begrudge FFG the flexibility to market this to the more casual gamer.
I want to pick up a product and know that I have playsets. It is a minor point of contention. I will obviously be buying two, if I have to in order to have playsets. But, something about it feels odd and lame.