I hate standardized game prices. It's bad for the industry
It would be very hard to determine the market clearing price for each game that comes out. I think 60 dollars has become status quo for the prices, and raising the price for any game could have significant negative repercussions. (no games come to mind that did this, but people have almost illogical negative reactions to a raise in the price, regardless of how much we value the game at. It's this economists theory that people can't come up with their value themselves very easily, but rather they anchor their value to the status quo)
Inversely, lowering the price 10 dollars could have a very positive outcome on total sales, especially when people would value the game even less than that
It's not logical, but it's a widly accepted evalutation of peoples behavoir: it's prospect theory.
although i would pay more for ES, the average consumer would resent a raise in the price