Yeah it is.
Obviously we can't speculate on a price, but things in the components market aren't generally massively overpriced as there's a lot of competition, and especially from previous generations.
Like, when Ivybridge came out, it wasn't overly pricey because it wasn't that much better in performance over previous generations. If Haswell is say 20% better than Ivybridge, I wouldn't expect the price to be 50% more for example.
I'm mainly talking about the mainstream lines here - things are a little different at the higher ends with the Xeons and 3960x/3970x.
Obviously - that's just speculation. But I think Intel are clever enough to know that if they massively overprice their mainstream products, people won't buy them.
Plus, yes it is a new socket, but we get new chipsets pretty much every year which promote a similar kind of hype.
I just think they'll be priced reasonable compared to their performance. And if they are too expensive, then there's nothing stopping you getting a 3570k and Z77 when the prices come down a little.