I think the ideal price point for someone getting into the hobby is free. If Suzzie asks Cameron about her game, and Cameron invites her to play, it costs Suzzie nothing. She can play and decide if she likes the hobby or not.
Without someone to help get a potential player into the game, I think the cost needs to be kept to a impulse buy amount. Under $40 is the highest, but I think closer to $25-30 is better. This allows people who are just interested to simply purchase the game and invite some friends over. The three book system that costs a GM over $100 is not a good method for getting someone into the hobby.
I also worry about minis and other hidden costs. If a battlemap and figs are required then the game costs a lot more to play. Cheap games that still require more stuff to play in the game is bad for getting players into the game. A starter kit that includes a rulebook, a generic map or two, and some punch outs for minis helps negate that cost, as long as that stuff can be used for a couple months. If it is only good for an adventure of two, then it forces someone who may be unsure about the game to decide if they want to spend more without knowing if they'll get enjoyment from their purchase.