Are iPad Apps too Expensive?

We used to pay hundreds of dollars for games and other consumer software. Apple changed all that with the introduction of apps in iTunes for the iPhone, iPod Touch, and now the iPad. The typical price of an app was in fact free and paid apps had prices of $0.99 and apps going for $4.99 and $6.99 were considered expensive. I hear complaints now that iPad apps are way too expensive at $10 and this from people who make good money and think nothing of buying a coffee or a drink for that amount. Is this a case of Apple having been too successful at resetting our perception of price? With the announcement of iPhone OS 4.0 with its iAd platform, is Apple trying to reset the app price back to free and have app developers and Apple itself make money solely from advertising? Is everyone thinking that advertising is the only monetization strategy based on Google's success with it? Twitter even thinks so with their recent announcement, right? I prefer to buy my apps and think that I'm getting really good value if I get a really good game for $10.  Remember that games on any other platform cost several fold that amount at least.  What's your experience with this?  I'd appreciate any thoughts you may have on this.