Because they have to. The problem in the gaming industry is that you have a DISCONECT between gamers and developers over what is the market value of AAA game. Gamers----despite nearly 20 years and games exploding exponentially in size, complexity, and post-release servicing----want to believe that the market value is still $60....and that all these "schemes" are just ways of "cheating" them out of additional money. Developers realize that costs have exploded along with the features of game....and that the TRUE market value of AAA is now about $120. The problem is that the vast majority of gamers are cash-poor kids and young adults, who resist this economic reality tooth-and-nail. So the developers/publishers have been forced to find ways to COAX that additional $60 out of consumers, so that they aren't forced to simply stop making the product, or to severely cutback on the quality of the product in order to meet an unrealistically low pricepoint.