Full price as in 60-70 euros? In december 2020 when I bought Cyberpunk 2077 on Steam (but I also got physical CE).
I often buy games at launch, but since I play on PC where there is an actual competition, the most I usually pay is around 40 euros.
For example I got RE4 for 42 euros, TLOUP1 for 40 euros, Dead Island 2 for 30 dollars.
Then I got some games on sale this year, like Callisto Protocol for 30 dollars or Gotham Knights in a bundle.
And then there are the subscription services, so I finished Jedi Survivor and Dead Space remake for 7 euros each, and about 5 gamepass games like Atomic Heart, Ghostwire, Plague Tale 2..
PC gaming is, contrary to popular belief, quite cheap in the longer run.