Seriously, what's with the backlash? I think business schools tend to have higher stipends for PhD students since the opportunity costs are relatively high for us. Many have MBA's or advanced degrees in marketable fields, not to mention several years of work experience.
That said, 35k is definitely still in the higher stipend range. Rice has a new PhD program, so the stipend is part of their method of attracting good students to join.
The only other program that I've heard of offering 35k is HBS, and that's in a much more expensive city. I believe Chicago's Booth GSB pays 30-32k, and I received a 28k offer from Rochester.