I can't stomach $60 for a game, either. Being a cheap bastard, I don't start buying games until they've been on the market for quite a while. The last title I bought at release for full price was C&C3:Tiberium Wars about 5 years ago (wasn't worth it). This strategy has worked well for me -- I have no plans to buy a "new" game anytime soon. In fact, I just bought The Witcher yesterday ($2.49).
Assuming a relatively low sales tax of 6% and actual retail price of $69.99 for BF4, the total price of BF4 would be $74.19.
For that money, right now on Steam I can get Fallout 3:GotY, Fallout: New Vegas, Dead Space, Dead Space 2, Saints Row: The Third, all 6 "X" games, 3 "Hitman" games, Trine 1&2, 5 "Prince of Persia" games, and both "Penumbra" games for a grand total of $70.90. No tax.
BF4 may actually provide quite a bit of good gameplay, but I have a hard time believing it would provide more hours of enjoyment (or higher quality enjoyment) than two Fallout titles, two Dead Space titles, and SR3. If BF4 has a pipboy and lets me beat pedestrians with a huge purple dong, I might change my opinion.
Some advantages other than price: major bugs tend to be patched, possible DRM removal by the developer or availability of DRM work-arounds (ex:no-CD), video drivers have had time to be optimized, reviews and community stabilize, user created content available (depending on title).