I have no idea what is a reasonable price for a game like this, but the price doesn't seem too bad. But I don't have any idea on how many maps will be in this game on release.
I'm still excited to see a much more optimized and refined Payday. And although I don't like DLCs, I think how Payday 2 does DLCs is pretty reasonable. I just hope Payday 3 does something similar and doesn't do a subscription/microtransaction based model.
The headline is a bit click-baity. It's promoted as a way for your friend to recommend matches for you, which is shown as a badge on the people in your feed. It's meant to be a fun feature to play with your friend.