If you're serious about publishing, and are actually going to make the commitment to yourself to publish your eBook idea then $29 is peanuts. If reading this book helps you sell 3 more copies (assuming $10 per eBook) you already made your money back. So it's not a print book, I get that, I prefer to read paper as well. You do get all the information, and it's coming from someone who has actually done it, 3x over. If you were doing a startup and a founder who had 3 successful startups opened the kimono for $29 would you still think it was too much ?
I dunno, I bought the book and he comes across as pretty real and transparent, check out his blog posts on iPhone Development. One of his major points is that if you aren't teaching, you aren't adding value. Something a lot of coders could learn from . . . not to mention being able to make money doing what you love.