Comment here 

The problem is – if you start charging less than the recommended retail price the retailers are going to stiff you and stop stocking your product. They have to make a living too. So the only thing you can do is charge the RRP. Then the discounters are going to come in under that price. Very difficult to get around.

Can you imagine the howls of protest from the retailers with shelves and shelves of DVD’s and CD’s if Microsoft started charging, say, 50% less for the download? And quite rightly – very unfair and MS get to keep it all.

So, maybe drop the RRP and take less of a cut to get the price down for everyone? Hmm … pigs might fly.