stg83: It is telling how much of a psychological effect a percentage discount has, since many are always waiting for a discount on this one despite it being a $5.99 game. :)
$5.99 is 2 or 3 high end AAA games on sale or in a bundle! Who pays attention to regular advertised prices on anything online? Not I! In fact, computer parts, dishwasher detergent, video games, just about anything I buy on line I get for a minimum of 20% off. :)
Seriously though, retailers not just of video games but of lots of products know that people will buy things more whimsically and with more passion if they feel they're getting a big discount, so it is often in their interest to price something at $30 regularly and sell a trickle of it for a while, then put it on sale for $5 or whatever and watch people trip over each other to buy a million copies, when they could just price it at say... $8 all the time. They know they make more money this way, and so virtually everything is far overpriced on the market built right into the regular prices.
That's part of why I rarely buy things _not_ on sale personally. The non-sale price isn't the real price, it is artificially inflated to create this psychological reaction in us. For games at least, take that price and apply 60-90% off or more and then you get the real price. I see the "sale" price as the real retail price, and the regular retail price as the "overprice" or "anti-price". There's _my_ psychology right back at them. :)
They make a killing off of sales, especially of digital goods like this that had one time production costs and low ongoing maintenance costs that often taper off to nothing or close to it over time. No physical media to make or ship, just bits to send over the wire. Costs them virtually nothing with every cent coming in being profit divided between distributor, publisher, developer, etc.
If there practices are known as capitalizing on hyperconsumerism, then my shopping habits are the corollary to that, capitalizing on antihyperconsumerism. ;o)
Hold out for the discounts everyone! :)