'If there's anything that's killing us [in the traditional games business] it's dollar apps. How do you sell someone a $60 game that's really worth it? They're used to 99 cents
And again, the fat cats in the industry are looking at things backwards. Once the costs are calculated, they figure each copy of the game should go for $60. There may be good reasons for this figure, since they have to recoup their costs. In their head, they think that this $60 figure they discovered is a natural fact, like weight, for instance, is a natural fact. If you take a bunch of apples and put them on a scale, you'll get a certain weight. Give the same bunch of apples to someone else and they'll get the same weight. (Those who would like to quibble can go jump off a cliff a this point.) You can repeat the experiment with 10, 100, 1000 people and maybe after discovering that their scale needs recalibrating, they'll agree on the weight.
The $60 figure is not like this. It is not a natural fact. It is an opinion that the game holds such value to potential buyers that they'll willingly give up $60 for it. And then if you ask 10, 100, 1000 people about how much they value the game, they'll give very different answers. It may very well be that no one agrees that the value of the game is such that it is worth $60. Now, if it so happens that there are games which are sold for $1 which provide what people seek in a game, why should they be willing to pay $60?
So the fat cats say "$60", the market says "no way!" but because the fat cats think their opinion is a natural fact, they then assume that there is something terribly wrong with the world. They do not ever consider that their opinion that their $60 game is "really worth $60" could be mistaken because they think the $60 figure is a natural fact rather than an opinion.
(Other entertainment media also think like this. CD sales declining? It is not because we do not deliver the value people want. It is because something external (e.g. piracy) is interfering with the order of nature.)