A long time ago in the days of the PSX, I heard a rumor that you could send in a form (or go to a website) and select 4 games that you would like to try out, then Sony would make the custom demo. I heard these things were going to be $10, but it never happened. . . or never actually was planned to happen. I always thought it'd be a great idea. I, for one, would do it. It'd almost be like renting it, but only the first level of four different games. . . and yours to keep.
But yea, $9.99 is definately steep if it's going to be those that you play in the stores. If not, it's still a little pricey but that would hopefully end after a while and they would lower it to like $6.99 or something.