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Seece said:
IMO, both bungie and Microsoft want to make big bucks on this game. So they set the price point to the same as other full retail games, and keeping marketing small this time, so in the end they make much more money.

Actually Bungie have stated that they saw ODST as not a full title, it was Microsoft who insisted on the full price for the game. Despite this, although in the US its shipping for the regular price, in the UK at least its only shipping at launch for £35, and £30 in some places with an RRP of $40

(for Americans unfamiliar with UK sales prices, most full games ship for £40 with an RRP of £50)