I had no problem with games costing 99 bucks. I feel like some people who preorder games are often so convinced about them, that they even preorder some kind of special edition, either to get extra content or early access and already pay that much, or more. On the other hand, people who do not want to spend retail prices wait for a sale anyways and those are plenty. I mean there are weekly sales on every plattform and like bi-monthly megasales at the big PC marketplaces, as well as like 6 big sales on console plattforms.
Games became so cheap in the last couple of years to the extent that I really had no problem if they raised in price. Also, gaming subscription seem to become a thing..