The sticker price is a psychological barrier and the studios have figured out a much more lucrative way around it. So they never have had to challenge it. But

The sticker price is a psychological barrier and the studios have figured out a much more lucrative way around it. So they never have had to challenge it. But they totally could, and should. These games are the cheapest and longest form of entertainment around. The market can bare more, it is just a matter of time before shareholders force studios to put that theory to the test.