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The problem is, it's hard to see what an appropriate price point for each game really is.

So yeah, the devs could have thought, we'll charge an extra $5, but if there is no defined price point....

EA have said this about the Steam sales, they devalue PC gaming. I won't buy an PC games that I'm not 100% desperate to play until they are at least 50% off. If I'm on the fence, it's 75% off or under £10.