Retailers tend to get pissed if you price match or undercut them, so we have to charge the full MSRP. Even if we did sell the standard edition box, we would have to charge $44.95 plus shipping & handling.
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Hopefully this won't come out bad but here it goes: How come, any, all other website/services distributing games on release through the Internet either sell for the same price or sometimes lower than retail? Don't retaillers get pissed at them? I don't think so since I constantly see their games on those same retaillers's shelfs.
Let's take Steam as an example, the Orange box was priced the same for retails then getting it from Steam. Same with a LOT of other games. Steam is an alternative to your distribution service (and I think you guys should consider, even though they are compititor, to distribute your games there as well as let's face it, they have a way larger customer base and visibility).