Well, if you order through Amazon it's actually 40$ per book or 120$ for the bunch.
True. But:
1) It's not as if Amazon's discounts are a new thing. In fact, IIRC they were running at closer to 30% for most of 3e and 4e, so they're actually not as good this time out. Perhaps more importantly though...
2) This is going to really suck for the FLGS. They
can't match Amazon's discounts. Now, some number of their customers might have accepted the hit, but loyalty to the store only goes so far, and if this price increase drives lots of them online, then the FLGS is going to hurt. Which is a real shame, because a new set of core rulebooks
should be a real boon to FLGS owners.
The truth is, I'm not
too bothered about the price - I can afford to buy those books, even at full price, if I really want them. And as I said, if I use them as much as the 3.5e core rulebooks then they're a steal. But it
is quite a jump, and I'd therefore expected something to sweeten the deal, so I am a bit surprised.