The problem is, The game Developing company has to charge X amount to cover overhead, X amount gets tacked on for the publishing company and PR, then marketing gets to throw their X amount on, and then The store Tacks their little tuft amount on, so by the time it gets to you, your paying X 4 times plus taxes, so Valve is able to sell their games a lot cheaper because you don't have the cost of the packaging, shipping, here's an important one, a price you pay to get your game right there in the middle of the shelf so that people will be more likely to see it and buy it. so, now that's why people like valve CAN reduce their prices, Other companies just aren't able to and keep paying the bills