I did as well, best decision I made on getting the SS SB as I'd be hard pressed to get it at $35.
Avengers: Age Of Ultron was $19.99 at time of release. Thor 2 was $22.99, the rest were primarily $24.99 at time of release. Most recent ones, yes, they were $27.99 at time of release.
The $34.99 at time of announcement is a bit of a PITA, without question. At least BB is offering a non-3D SB as a second option, like they've been doing with the 4K / non-4K ones they've done with Huntsman: Winter's War and Jason Bourne.
I believe Guardians of the Galaxy was also $19.99 and I could have sworn Thor 2 was as well, but I might be mistaken. I also seem to remember there being a few more that released at $20 (maybe the 2nd Captain America?)
Shit Doctor Strange went OOS already? Figured I'd have some time at that price...
It's been going in and out of stock. You should have other chances to preorder it before release.
On a different note, is this the Pokemon 3-movie steelbook?
If so, it now on sale for $19.99 at Best Buy and Amazon.