It's like a Costco opening up next to a local business, everything at Costco is at fire sale prices compared to the local business. I think listing everything at $99 only hurts the average domainer and adds fuel to the inquiries we get saying it's a .ca it's only worth $49-$99.
I like Robs comment, Set up a payment plan suited for start ups, $500 down and a monthly instalment of $99. And that would be the focus of the site, getting start ups into great domains that lessens the entry burden, and if the business fails they walk away with a minimal loss.