Price points to me are irrelevant and should be for any semi-intelligent buyer. Look at the product, look at the price and see if it's worth it. I'd be happy to pay $200 for a game that was worth $200. BF4 however I doubt I'll pick up even at $10 as that series (and CoD) have been downhill since BF1942 and CoD4.
However I'm not naive enough to think that most people will take that stance. Many people happily go to get fleeced at a local, highly over priced store rather than shopping for physical copies online, or getting a digital copy - ie. steam specials.
The more EA gets hammered pulling silly stunts like this the better it'll be for gaming as it's bound to sink in sooner or later that they're being idiots. "Here's the same thing we sold you last year, but you get to pay an extra $10 on top of what you paid last time, whooooo!!!"