$99? Ouch!
I stopped buying release date full price when it hit $80 let alone $100. In my case (Obviously anecdotal) they're actually losing sales in the end.
At $60 I used to buy games on impulse frequently (Many of which I regretted), but at this point something about that sticker shock makes me wait a month or two after release when they've dropped to around half price. The problem is that by then I've changed my mind on many I would have just bought impulsively at $60.
Titanfall, Tomb Raider PS4, and Halo Wars 2 are prime examples of games I wanted leading up to release but I've just kind of moved on at this point and the urgency is gone so I might as well wait until they're bargain bin fodder. Annual sports franchises are another one where I used to be there every friggin year for the big 4, now its just NHL that I buy yearly and the others get a year or two break each.