retail margin for consoles is slim. Toys r Us didn't give employees discounts on consoles. Target bribes the employee to push 5 SW titles with every purchase of a system. Think about it. Consoles are already expensive. If chains mark up the price a lot more than they buy it for someone would just undercut them and sell out week after week and the consumer wouldnt shop at those other stores. Not only for just the HW but the SW too.