I can't justify a $60 purchase on a ten hour game. I take everything into account, of course....If I plan on spending at least 40 hours with a game (multiplayer etc. included), I can buy it at full price. Otherwise, I'll wait for a used copy under 20 bucks, or rent it.
There are many good developers who deliver a real gaming experience. I support them. I do not support 10 or less hours of fancy graphics.