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Greed.

Anyway. Its not the pricing thats the problem, its the product in general.

When someone falls for the hype and buys a shit game for £40-£50, its gonna piss them off. They lose trust and thus are wary of buying a full price game.

Stop releasing rubbish games. If the game is rubbish, launch it at £30. If the game doesnt have a lot of content, launch it at £30.