I can't say I agree with this. The number of fiddly bits in both 3e and 4e are pretty excessive for any casual gamer market, no matter what WotC's intentions were. (And $105 is a heck of a buy-in.) I think this is one area where Next has it right - start with a simple core book aimed at casual gamers. Add the fiddly bits later.
And it certainly wasn't the first D&D edition aimed at a casual market - there were three Basic sets which were designed specifically for new players in the mass market, with shelf-space in toy stores. Holmes was a bit of a flash in the pan here, but both Moldvay's and Mentzer's editions were wildly successful.
I suppose I could assert "1 ed, 2 Ed, etc", but the truth is I had forgotten those old boxed sets (and I started with the Blue Book with the Dragon Cover too...)

I would still say planned for the retail market (even if the marketing plan may not be one I agree with). The boxed sets cost, what, $20? Checking CPI from 1981 to 2011, that would be about $50 today, and paper prices rose faster than most commodities. Still a hefty increase, and I should have looked at an older CPI - most of the increases were pre-2000's, though - at least double would be right. Comic books were 35 or 40 cents when I started playing those boxed sets - they've increased by a factor of 10 or so.
In any case, 3rd was the first attempt in many years to penetrate the mass market. Certainly, 2e was not expected to do so. I think part of the problem is that Hasbro wants mass market sales, and WoTC wants to keep the RPG market, two goals that are tough to reconcile.
The end result (before splatbooks) is probably less than successful at appealing to the mass market, but needs all the add-ons to make the real gamers happy. Then again, look at board games - those Train Games (Ticket to Ride?) and expansions, Killer Bunnies, etc. seem to find markets hybridized between the classic gamer and the casual buyer.