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And honestly, it already gets competitive now.

I'm all digital on the Wii U and 3DS, and there are sales on these games all the time. I fell in love with a franchise because of a digital sale. SMT IV for $15. Bought REvelations for $20. Bought Darksiders 2 for $20. Street Fighter IV 3D for $20. Just played my first MGS for $20. And a lot of these games go for much cheaper now.

If you're saying digital pricing isn't competitive, you're lying to yourself.