I have to say, it's a bold advertising strategy. The cover/poster/teaser/thing for Moon Knight #1 from Marvel in May from Brian Bendis and Alex Maleev seems to be saying you can buy this comic, and not bother with Avengers, New Avengers, Secret Avengers, Avengers Academy and all the rest.
And, yes, it's $3.99.
UPDATE: Though Brian Bendis tweets "Fact: moon knight number one is double sized. I believe in double sized number ones"