You missed or chose to ignore where I said before: The retail version would be $15 not $10. The $5 difference seems to be "the norm" for retail vs online prices. It's perfectly reasonable for the cost of the packaging/disk/manual.
I know for a fact that Retail stores will not carry the game if it is not at a lesser price than can be aquired online. This is why Stardock priced their direct sales for release of Galactic Civilization 2 higher than can be found in retail stores at the same time. To compensate for the price difference they gave few additional goodies by makign the game purchased from them a special edition.
Even if they didn't raise the price there would still be profit in it over purely online only sales like now...
HOW DO YOU KNWO THIS? You don't! Stardock is not a stupid company, they make money, they havemarket research no doubt. They done it this way because they wanted to try something new, and the standard format was not worth the hassel or the money.
There are many more purchases are from people picking stuff up because they are browsing a retail store than going online to specifically buy a certain game.
If this is true then provide a credible source for this information.
I often go to just look around a store not knowing what I'm going to get but knowing it's going to be less than $30. I just bought 2 DVD's I never intended while looking for another one. I know I've spent only $20 total for online purchases but thousands from picking up a box in a store. It's how I heard of and chose SoaSE in the first place.
Is this your source for the previous statement? Your own perception of a single individual experience? Give me a break dude.
People who never buy online stuff due to whatever individual reason would now be giving some profit that would have been totally missed before.
I know these people. Those are the people who asked me why I need a cell phone 10 years ago. Same people that asked me why I have no land line. Same people that ask me why I never carry money now. Get with the times man.
Win/win would be if you stopped arguing an off-topic, totally irrelevant position.