It's funny that only $10 creates a bit of a hesitation for consumers (myself included), especially if you breakdown the entertainment value you get for the money. A standard 20-30 hour adventure game breaks down to less than $3/hour. When you look at what's available out there for entertainment at less than $3/hour, the pickings are mighty slim. If the game was $60, at that rate you'd only save $0.40/hour.
Look at games like NHL or epic RPGs and that 20-30 hour figure gets blown out of the water. It takes 24 hours to finish an entire season in NHL, and I've had years where I've played 4 seasons.
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