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I've always heard that retailers make money from games, not consoles. But if in their eyes, this means a future with even more people buying digitally, then it's bad for business.
So, even if they were to sell the same amount of HW, if this takes-off, it could mean less money for them.

You could even see this as a move to force MS to rethink their new strategy and and also other companies to not follow suit.