Gonchi: Didn't we just have a sale?
I get the feeling pretty soon stores are going to be on a sale constantly and run advertisements for the dates in which there won't be a sale.
All game stores online need sales to actually sell the games since they set the normal prices generally far greater than the majority of people would ever consider paying for them to give the illusion that when they go on sale it's a big deal and you should emotionally jump on it and buy everything while supplies last! If they set the regular price to what is actually reasonable then less people would buy it because it was always there at a good price whenever they might want to get it. Overpricing products is intended to give people the impression they're too expensive, so that the times they do go on sale it initiates a response of psychological whimsical purchase based on emotion. It's that whole "better act now or miss out!" deal.
I own about 900 games between various gaming services so um... it seems to work I think. :)