I thought the death of innovation had already come and gone.

On the other hand, I don't believe this will kill innovation - people generally already know what they want based on previews/reviews, and will look for it. They're not going to buy a different (i.e. less innovative) game just because it's cheaper, in my opinion.

Surely it's more likely to promote innovation? Same as the rest of technology goes about making things that will be better, cost less to produce and in turn be cheaper than they're previous counterparts to sell to the consumer, so could video-games. I mean just look at the success of all those little bits and pieces that already pop up on Marketplaces and Networks and Shop Channels, like Braid, etc. The again as always there's the inevitable likelihood that EA will then "pull a wii" and make lots of cheap to produce and to sell games, which are all generic. Can anyone say wii party games?

@Anon *their - damn my bad grammar >.<

just another nail in the coffin of retail products. Long live the iTunes app store.

Consumers are also saying that televisions, George Formby Grills (the good ones with the removable plates, and the timers) and Food are expensive in today's economic climate. But I do not see Asda selling THOSE items for less than cost.