They are trying to see how far they can push it toward a digital download & subscription based or streaming only gaming industry. The very reason there was a flap before Microsoft reversed its position on the One. They want to see how much shart you will take & come back for more with a fistful of dollars.
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Basically. The shafting of content is on a different scale. On top of all that, they wanna see what they can and can't get away with. It's almost slapping people in the face obvious. People are only arguing about the smaller picture and the "now" side of things. It's very short sided and shrouded in ignorance of what corporations are becoming this day in age.