If it goes down the way it was the last two gens around here (central european country) then the de facto price increase will be more like 5 instead of 10 Euro. I barely can remember buying a game at or close to launch and paying full price, Almost always at least one shop had it at a small discount between 59.99 to 64.99 instead of the recommended 69.99. So i wouldn be suprised if now we end up paying those 69.99 in the end. Plus afaik every publisher can set their own prices (as well as the retailers having some leverage). Digital is a different story of course, but given the fact that there is basically always something "major" on sale (at least now, depends how it will develop for the os5)...
But personally i´m not too bothered, the place where i reside has a very good public library system with a main hub and branches all across town, and even though they have mainly books, they usually have every game that releases in a physical form across all three major platforms (starting from the wii/ps3/360) at least allocated once around town. More popular ones get out to more branches. yearly fee is 18 bucks and renting for 6 weeks is for free. if i want something specific that has to be reserved and transported to a branch colse to me it costs 1 euro and then again 6 weeks rental free. new releases usually are available couple days after the release.
It is one of those extremely rare occassions where a public service is really great and beneficial.