TLDW: Before the games Official Launch they have doubled the price to $60USD/$70EU on Steam. This puts the price in line with the PS4 released price and I do believe XB1 (not sure).
There reason is to keep pricing parity. Not only was it a massive ripoff selling the game on console double the PC price, Its even more so a Ripoff to increase the price on PC. The game still has performance issues (massive ones on ps4) on all the platforms.
While in early access they have even sold a $20 DLC and held DLC to ransom by telling people if they didn't vote for Ark in steams little reward system it wouldn't be released.
The game hit Early Access in 2015 and cost $30 on steam. later they released it on PS4/XB1 for $50 (no Expansion DLC) or $60 and you get the expansion DLC. Now its "Releasing" next month on steam for $60.
How do you guy's feel about a dev/publisher increasing a games price 2 year's after its release. Even more so one that is in such a poor state (PC is much better then console but still has problems).