$3 feels like a lot for a book, i agree. but im not certain there's much of an argument about price when it comes to new fans. new fans aren't buying a dozen books every wednesday, so the difference between $1 and $3 isn't that great. and its the nerds who will pay $3/book that would also complain about the lackluster quality of a 99cent book. prometheus has already read them and hates them!
i think distribution is by far the more critical factor. and if DC continues to push the digital reach, as promised, well then we have a game. getting comics every wednesday on your iphone or android or tablet or PC is a fuckload more appealing than trying to find comic book guy's location (only to have the popular books already sold out).
theoretically, a larger digital distribution could also make the books more cost effective (no printing, no shipping, etc.) so its possible we'll see both problems resolved simultaneously.
