While I haven't seen the rulebook yet, I've heard it costs $40 USD, which is about double what the old one cost me. Inflation plays a part, naturally, but I don't think I'll be dropping that kind of cash just to get a few more army lists.
The cost of rulebooks now is astronomical. I've balked at getting into Flames of War just because of the cost of the rulebook and supplements, and that's hardly an isolated case. When I was first getting into the hobby back in the mid 1980's, most rulebooks were pretty simple affairs printed in black & white with a cardstock cover. Any of the old Tabletop Games rules sets, for example. Didn't look like much, but did it's job at a cheap cost...
If I bought all of the rulebooks that look interesting today I'd have no money left over for lead, and that's the part of the hobby that counts!