Gah, you're right! It's not on the main site! Must make sure to be vocal about getting that fixed!
Yes, it is $40 at the door for the entire weekend, and for a 3-day con, that's not unheard of or outlandish - it's actually a pretty good deal. Sakuracon is charging $60 at the door next year for a 3-day pass, though they are a bigger and more established con, so that's certainly justifiable.
The $35 was the final pre-registration price, but the deadline for it was up about a week ago. I'm not sure about the single day pass, but I believe it was in the neighborhood of $20 last year, and it should be comparable again this year.
PezCat