He is talking about actual revenues, not units sold. If cutting the price in half gets you three sales where before you would have gotten one, is there any reas

He is talking about actual revenues, not units sold. If cutting the price in half gets you three sales where before you would have gotten one, is there any reason not to do it? Most digitally-distributed games are still priced as though they are delivered on costly ROM modules. There wasn't a correction after the switch to optical media, but at least then there was the excuse of physical distribution costs. Also the fact that, as stated in the article, such experiments are hard to perform in retail. But the facts presented by Valve here paint a pretty clear picture. Some publishers have paid attention (this article is over 2 1/2 years old), most have not. But, it's their money.