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kitler53 said:
i'm not sure i agree with whatever Will said but i agree with one thing -- the entire industry has been running scared since about 2006 for any one of several reasons. motion controls. apple's really cheap apps. free to play. onlive. rising development costs. piracy. used games market. digital marketplace. things are going every which direction at once.

This.   We've seen EA speak to this, and others.   Consoles are becoming increasingly hit or miss.  You have to produce an AAA game to compete but if it doesn't sell - you're screwed (much like hollywood blockbusters).   Xbox Live, Wiiware, PSN, iOS, Android and soon probably cloud allow small companies to compete and allow consumers to buy without making a $60 purchase. 

True these models are generally pay but don't have to be.   Lots of iOS/Android games are free to play (ad supported).  Ad supported or micro-transactions could and no doubt will migrate over to other digital services including console and cloud.    When people can get AAA games free, the incentive to buy other ones will greatly diminish.   I think this is what WW is getting at.