It's a fair assessment, though many must have been PISSED at the whole "one campaign per game" deal.
Me too, initially - I'm still in the 'I'll wait for the gold box' crowd, esp. since my brother has it, I can play it there... But, all in all, the campaign has enough missions to be satisfying in and as itself, so I wouldn't necessarily say it's ripping us off or anything.
That being said, the reason I initially gave up on DoW was because it only had the Space Marine campaign --- I did buy the box with three first games, later on (the one with up to dark crusade).