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Boutros said:
Also just a side note but the Ultimate Collector's Edition which was sold exclusively through the Square Enix Store and which all (30,000 copies) sold out within 30 minutes made a huge amount of money. It was selling for $270 so that means 30,000 x 270 = $8.1m. All of that money is going directly to SE since it was sold through their own store.

Well apart from the small cut Sony get for the game.  still this must have been very profitable for them.  it's a pity they couldn't produce another 20-30k.  You'd imagine they would have all sold.