Number 2 is a fallacy... They made more then they invested back from the core games sale than they spent (No, the 500mil is over 10 years, not for D1). Gangers won't reasonably pay more than the $60 as this has been engrained in our minds as the optimal price and dlc brings the game price back up to pre inflated prices. We are paying the same or more with dlc. The cost of games has gone up but the access to them and number of copies sold is far greater than years ago. Our expectations are in line with the tools the developers have available or can create.