I'm surprised this isn't lower by now given the lackluster sales. It's a fun game, just pretty old-school and the low budget shows through at times. Good call getting it new since then you get the first Alice game as well.
I would keep an eye on the EA Insider Deals facebook page. I got mine when they had it for 60% off so it came out to $31 shipped. I think all of the decent deals I've seen for it have been through the EA Origin store.
I am hoping for a $25 deal around Black Friday. I rented it and thought it was pretty decent from just an hour or so playing. I agree getting it new is optimal to get the first Alice game.
I could have swore I saw it for 29.99 somewhere, but I don't remember where. It could have been a used copy on Gamefly's site, though, and that would suck to miss out on the original Alice.