BRAVO AND CONGRATS, REFLEXIVE AND AMAZON! This indie developer and former publisher thanks you! It's about damn time!!! Ever since $1 iTunes songs, my friend Jeff Tunnell has been preaching the gospel (or rather predicting the future) of $1 games. The comparison he makes is a good one: a game dev team is not unlike a small band, and a single small game (Flash-sized) is not unlike a song, both in what it offers (a quick enjoyable replayable experience) and what it takes to create (a few people and a few months). Most casual games are more than Flash-sized / "song-sized" games, but they are also well short of being an "album" worth $20. With casual games it's like you get one song (one level / central game mechanic), then a bunch of "re-mixes" of that song (further levels with small variations, like a euro-mix variation of a song). So $10 is a great price point to go - more than a song, less than an album of unique songs. To go outside of gaming and compare to other forms of entertainment (a point we sometimes forget!), it seems like DVD's are at about that $10 price-point, and a casual game definitely doesn't have the production value and quality of a multimillion dollar Hollywood movie (even the indie movies are MM's), so it's a good price. Casual games at $20 are selling at a price higher than many Hollywood DVD's! As for price tests, the problem with those of us who've tested the "reduce prices by half" theory is that it takes massive traffic to work. If you cut prices on your small indie game site to all few-thousand of your visitors for all half-dozen of your games, you're not going to have enough throughput to leverage the benefits of the price cut. But to a huge portal - Amazon (bigger than Reflexive) - with millions of visitors and hundreds of games, all adopting the same below-ten price point, it's a completely different story. This is TNT, and it's about time someone blew up the $20 price point. It needed not just someone brave to do it - anyone can be brave. It needed someone with tons of traffic to pull it off. And that's exactly what Amazon has. So again I say bravo. The industry has turned a page. Let's all grow with it.