I honestly don't get this. First let me correct the title if your game isn't as good as let's say the established AAA titles or franchises in its genre don't charge people $60 for it, because more than likely we're going to buy the known game and only rent your game.
But wait renting a game is good, because people actually played your game, and may want to buy it later. But honestly when you beat a game you rent, unless it really impressed you then there's no reason to go and buy it, and by pricing yourself with the big boys you put yourself in the same league as the big boys, and usually the big boys will run you over.
If your game is single player only, let's take Enslaved for example, and it's a good game, not great, but good don't you think you could potentially sell more copies if you brought your game in at a $30 - $40 rather than $60. It makes no sense to me. When you look at games that sell big numbers they are generally established franchises or have great multiplayer giving the game longevity to those who like multiplayer. If you aren't in one of those categories then you truly need to come out at $40 unless you know your game is on par with those games.
If your game is a 7/10 don't sell it for $60. Let's take Splatterhouse for example. After discussing it with people in my review the game has problems, personally I didn't run into any crashing issues like they did, but the game isn't a technical marvel in no way. It has framrate issues, screen tearing, and long load times. But my point is even if all this was fixed it probably would have gotten maybe 0.5 more points on its score. At the end of the day it's not a game for everyone, and it's not a very good game, it's just mediocre. And if your game falls into that category it should NEVER be over $30. Splatterhouse for example should be a PSN or XBLA title for $10 - $20, and most of the games in that same situation should join it there. Gamers are more than willing to take a chance if the price is right, and $60 for one of these games is oh so wrong. Dark Sector and The Darkness are probably the best examples of this type of game. Both of those games were good, but not for everyone and weren't up to par with the big boys. They should have been $20 or $30 titles and people would have felt OK with that, not to mention reviewers do take price into consideration.
Finally if your game sucks, don't make it. Really why are you wasting your budget on a game you know is bad, and won't sell. If your game is full of game breaking glitches, awful gameplay, an awful story, and awful presentation then why bother.