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Well, if you have a physical product you should deal with second-hand just like every other industry. If you don't allow second-hand then you should say you are renting games. Because a product you can't sell further is always a rental, even if rental is life-time (which is why I call digital sales as rentals). And because you are losing resale value, they should drop their prices.

I don't buy second-hand games but I practically never buy games (or DVD's) at full price either. With almost all games I wait until they are on sale. Most games are just not worth full price so I wait until price is dropped. That also hurts developers and retailers...