The 100L macro was well over a thousand when it came out. I got a deal when I got mine and it was still slightly over a thousand...a year after it came out. The only "L" zoom that has a lower MSRP than the new 35 f/2 is the 17-40L.
BTW, comparing initial MSRP to the used/discounted prices of older lenses is a fallacious argument. You need to compare with their initial MSRP