The price is fine the way it is. I don't think they should raise it, let alone consider raising it to $100/year (which will not happen). Xbox Live multiplayer is the lifeblood of the 360. Tons of North Americans chose the 360 because they want to play with their buddies (who on average are more likely to own a 360. Which can be attributed to the 1 year head start + much better third-party support from last gen + successful first-party marketing campaigns). But if MS is going to make playing with your buddies more of a pain in the ***, by charging double, you're pretty much going to kill the 360. The consumer perception is that paying $4-5/month is worth it to play with their friends. But will they think it's worth it when it's $8/month? I don't think so. They'd feel really pissed off that MS jacked up the price like that.
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