It's a challenge to price things online. Services will price things on the high side since they know few will subscribe so it'd better we worth it.
Too many companies have grown up in an easy money world. As they attempt to become sustainable businesses, they're going to upset a lot of people. I don't need any games in my life but if I did I'm sure I'd be paying $20-100 per. This is really a fight for the publisher as a business that needs to be profitable itself.