The problem is greater than they imagine and you will start to see it every where.
Just google the word plutonomy for the big picture.
The dilemma has always been to provide a customer with a product for a price that works for all. The problem is the price no longer works for the producer so they want to jack it. The blow-back is that customers, who do not think themselves thieves, but savvy consumers are being told they are no longer viable and not wanted.
As the majority of Americans continue to make less while a small part of them continue to make more you will see more and more "big companies" have this same fight. They don't see that the problem isn't that fact that as time goes on only fewer folks will have the ability to afford their goods, they will instead see that they need to lash out against the "unworthy" customers who just don't want to shell out the cash they know in their hearts their product is worth.
One should remember that Price is one of the 4 P's of marketing. We tend to think that it means that charging 5 to 10 times the true value of Chanel No. 5 is all that it is about but it also works on the lower spectrum. If your target market is spending 0.025% of their monthly income to purchase your product you need to remember that has to scale. I don't buy my DVDs at best buy. I buy them low cost from the WalMart bin or secondhand in pawn shops. It's not that I don't want to buy DVDs but that source meets my budget.
By continuing to start a war of words and technologies against folks who perceive they are your customer to you are basically telling me I am not your customer. I am not worthy of your product. Fair enough. If they keep this up their customers will find new products to fill that same niche in their income bracket, as they should.
I don't dream of Lamborghini's or Chanel No. 5. My heart no longer goes pitter pat to see the latest Spielberg flick on the big screen at today's movie prices. Although game design studio's may think their products are gold, and they may very well be, they will find by shrinking their own market, rather than finding ways to price appropriately that they also will have no market.
Looks like they want to get to their destination fast rather than slow. Screw 'em. I like board and card games better. If I need story I will pick a good pick up a god book or short story they may or may not have paid the rights to themselves (actually I will lend it from the library cuzz I can't afford to buy it.)
This lesson was learned by me again just the other day. The local coffee roaster that I have loved for years and seen them grow decided that a free cup of coffee could no longer be given if you bought a half pound of whole bean coffee instead of a full pound. The owner actually got the employees together to "discuss this" and then expounded on his personal view that it was too expensive. They never thought to offer a cup of coffee for 50-75 cents with the purchase of the half pound, instead the owner basically made the moral judgement that folks who can only afford half a pound of coffee (6 bucks by the way) are no longer their customer. So I am no longer their customer.