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The d/l works on celphones because they are cheap, mostly under $5.

It would be hardsell if your only option for full retail game is d/l and costing $40+.

I could buy the same game multiple times if it's only $5 for each of the family member but no way I'd buy a $40 game 3 times. I'd like to be able to pass on the game once I am done.