3e played it smart - bring them in with a low price. 4e could and should take a lesson. All 3 core books could be discounted or just the DMG and MM as loss leaders to make sure DMs are getting a deal and will adopt 4e.
If $105 ($35 per) is accurate, I don't think it will hurt 4e substantially but is surely won't help it along either. It is just one more barrier to adoption.
It is easy enough to crack wise (and that's characterizing some comments charitably) about how it is not much money or that people should save up or that they should get a job or a better one but fact is $105 for the core books will be more than de minimis to some people and they don't need to take "guff" for it from the 4e "autoadoptatons."
On that note, I hope I'll be allowed this comment: watching _some_ of the biggest 4e boosters on this site and how they treat anything but joy at all things 4e - I never, ever want to play D&D with them. Way to represent for 4e!