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That lawsuit against Steam’s 30% cut of game sales is now a class action, meaning many other developers could benefit
(www.rockpapershotgun.com)
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That's naive. People already pay 80$-90$, publishers will pocket the cut and keep the price the same.
There are people who pay full price for games, yes. I do too for games I really love, but I wait for discounts. I've also profited from buying MSFT and SNE shares during console releases.