The issue, for me, isn't the price (still high for the main box). If I want that game and I have the money, I'll buy it.
The way I see it is how they are selling an hybrid between RPG/boardgame/card game. Like and RPG.
Perhaps I'm an old gamer, but these are "experiments" that torn apart my belowed hobby, on the long run. The focus of these new games (genres?) are more and more towards fighting, cards, miniatures, boards, etc.
More and more merchandise and the like, sporting very little substance, very little innovation in how you immerse yourself in a world of imagination.
Games like D&D 4th aren't, Imho, an example of game design geniuses. Not they are RPG anymore. They are other games. Nothing more. Nothing less.
To me a good designed world, described in details with flavour and peculiarities, with ad-hoc rules that catch the world's feel and makes we wonder... are way more important than using a card for reading my class/career/whatever.
It's more important how I use my dice, instead of using a die with an hammer or star drawn on it.