While dropping the price might increase their sales, they do need to make sure that will enable them to actually make more money. Higher sales with a lower price doesn't necessarily mean more profit.
Regardless, I think this is interesting news. Relatively speaking, they are just getting into the whole online sales, and any income will help a company such as them that is expected to post a large loss for their fiscal year in April.
Money can't buy happiness. Just video games, which make me happy.