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Let's take a top five most popular current PC game. Dota 2.

Apart from a brief tutorial introducing the controls, the game is ridiculously hard and unforgiving at all times. There's thousands of ways to screw up. Even if you've played months on similar games and years on games in general, you will die over and over to start with.

People stick with it because it's incredibly rewarding to get things right and you can still have fun while getting 99% of everything wrong.

I'm not buying the argument that difficulty alone hurts sales. Being unfair or obtuse does.