Gamers have low expectations for what they need to pay for games nowadays, as GameStop has recently revealed in their last earnings call.
Quoting Gamestop president Tony Bartel verbatim:
…recent research with gamers indicates that the average price being paid by a customer rate full game triple-A download is $22. When asked what price a game expected to pay for a recently released full game digital download, the answer in these surveys was approximately $35.
Bartel points out that other media have unwittingly driven the overall cost of goods down with these digital vs retail pricing wars:
We want to help ensure that our industry does not make the same mistake as other entertainment categories by driving the perceived value of digital goods significantly below that of a physical game.