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I personally think in the long run digital is going to be no cheep and a worst deal for the customer. Sure they are loosing the production cost but they are adding other cost such as bandwidth and maintenance costs in their places. Plus if this generation of dl software is any indication buying the game isn't a garentee that you will always own the title. For example I lost my rights to a game when the company I originally bought the full retail version from merged with another company.