Let's attack a few things here from different angles:
Firstly, at $60, games today are CHEAPER than they were in the past at $50, or even $40. This has been proven. Look at inflation statistics, at $60 we're still cheaper than before. Quite whining about it.
Second, online Multiplayer games. People play them because no two experiences are the same, even on the same map. You're generally playing against a new set of adversaries that are much different than the previous set. (And I played through the singleplayer in Bad Company 2; though I went in knowing that DICE has only made one single player game before it, Bad Company 1...)
Third... Do I have a third point? Oh yeah, third; as long as I enjoy the experience, $60 is totally worth the price to me. I don't make a lot of money, but I have enough to spend on the games that catch my eye, and I'm thankful for that. Whether the game is $50 or $60, 4, 6, 8 or more hours, if it delivers an experience that gets me talking about it with my friends, then it's worth it.