I hinted at this in my last blog post, so I thought would go ahead and discuss it here in greater detail. In short, I have no idea why companies expect us to pay the same price for digital content as we do for physical hard copies (or more in some cases).
I remember one of the things I used to love about iTunes was that all songs were only 99 cents and most albums were only $9.99. In most cases, those prices were cheaper than buying the actual album. Things have changed now as nearly all of the top songs are priced at $1.29.
Amazon has previously priced bestselling e-books at $9.99. Things could also be changing here as multiple reports suggest that Apple's iPad announcement will be leading to higher priced e-books (interesting that Apple seems to be at the center of most of this).
Video games seem to be priced the same across the board, whether the content is download only or not.
My point is this: digital downloads should be cheaper than actual retail releases. It only makes sense considering that companies will already save money considering the simple fact that they don't have to pay for any packaging, shipping fees, or other related costs.