Relic games have traditionally been low cost. I bought DoW for $59.99 as a preorder, but without the bonus it was $49.99 to $54.99.
Most games that come out are in the 49.99 to 59.99 range with some going as high as 69.99.
My info is several months old tho, as i moved on to other things but I worked comp retail forever prior to, and my experience bore out my statement.
Plus never ever underestimate the word of mouth, or a wicked review especially when it comes to a good game.
I know of a bunch of people who hesitated with HL2 because doom 3 hype was just that - hype. Then once they heard that the only bug I have found during HL2 SP was a 12x12 pixel untextured pink area - they bought it. Quality - counts. hell I was good at it (sales) and my No#1 sales pitch is always quality.
And TBS - I'm a casual gamer altho I prefer gaming to say movie entertainment - I only played q3a on any sort of competitive/serious level.