Games only being sold digitally has also been a hotly contested issue, with many gamers opposed to it. Online sales must therefore "fairly" compete with stores on discount prices in order to uphold positive business relationships and aim to please all clients. The standard price is so high, but you may generally get a great offer a little later.
The majority of people, I suppose, think that selling games online is essentially free, however there are expenses like server upkeep, an IT crew, customer care, etc. Therefore, there is still a need for a markup on digital purchases.