When you are six hours into playing Battlefield and you run out of ammo in your clip, and we ask you for a dollar to reload, you're really not very price sensitive at that point in time. A consumer gets engaged in a property, they might spend 10,20,30,50 hours on the game and then when they're deep into the game they're well invested in it. We're not gouging, but we're charging and at that point in time the commitment can be pretty high. But it is a great model and I think it represents a substantially better future for the industry.

I was reminded of this. They would if they could. I am glad i am not living in that timeline.