It really depends on what's in the book, and what plans they have for other books. If they go the PF route, and include all the info that both DMs and players need into the PHB and/or the Monster Manuel, it's not as big of a deal than if they stick with the standard breakdown of information. Even with a PF style book, though, that's a lot of money for everyone sitting on the fence about the new edition, and that's where WotC may be overplaying their hand unless the starter set is really good (I'll believe it when I see it, given their history with such things) and/or they offer pdfs at a substantially lower price. Expecting people to pay an ongoing subscription like DDI or $50 for a game they aren't fully devoted to playing as their primary game is going to be a really hard sell, and they already have a bit of a challenge in selling this edition given that it has to fit within and compete with 4 other formal editions, not to mention the subeditions (like 3.5 and Essentials), and that's not even taking into account all the other competition out there. It's not a lot of money in and of itself, but they really have to hit this edition out of the park to get people off the fence and willing to pay that much and play it long enough to get those same people to make future purchases. I have no doubt that the initial sales will be high regardless of the price, but sustaining those sales is going to be tough at that price point in the current market unless the initial reviews are really, really good. There's simply too many other games, table top or video, that can give similar value for the same amount of money. The brand will help initially, but if the actual game is still only average or anywhere close to average, it's going to be a tough sell to sustain it.