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That's what I've been saying for over a year Bod. It especially hurts game companies becuase those exploding cost are related to the systems (PS360) that left to their own devices would actually shrink the market. Despite the "mega" sales on the 360 it simply isn't enough to support multiple $30+ million games when it takes 2 years to reach 13 million gamers. However, most gamers seem to think that video game companies are supposed to lose money to subsidize their entertainment so hopefully they will be disabused of that notion over the coming years.