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PenguinZ said:
It's no where near worth the $30, but it does make a nice rental. Other developers will probably look at the sales and use this cash grab method in the future. Easy money..

Very few franchises can get away with this. 

If they want to try and sell a prologue, which is not a demo as it contains material that will presumably not be on the full game, it could actually lose them money to publish and distribute copies to retail. Charge $30 and no one buys it. Try and sell a demo that will be in the retail game and the publishers run the risk of losing sales when the $60 game releases due to consumer backlash. 

Games like MGS and Gran Turismo or Halo and Gears of War are among the small company of franchises that generate enough fan interest to warrant a teaser retail release.