As others have said, Deus Ex Human Revolution is now 9 years old (2 years older today than what Half Life 2 was when DX:HR came out). A DRM-Free version is always desirable but a lot of people aren't going to pay double the price for that vs Steam. The real issue with the GOG version isn't price but timing - older AAA's used to come out here after only a few years (eg, Far Cry (2004) was on GOG by 2009), yet as we've seen with Bioshock 2, Dishonored, DX:HR, etc, the trend is now taking nearer 7-10 years. It's good that they're here, but the time-frame eliminates any reason why they'd be launched at a premium over Steam. ^ This too. People forget that although Steam killed off the 2nd hand market for PC games (ie, the real competition for old games) it's still very easy to tell what the real market price of a 9 year old game is via consoles, and right now XBox 360 Deus Ex Human Revolution are going for £1.85-£2.50 on Ebay on any day (no time-limited special "sale" discounts). The lack of a 2nd hand market for PC games "post Steam" has simply skewed people's perceptions of what base pricing of decade old games should be given multiple sellers in the market (and for consoles what they still are - and that's with +20% higher production / distribution disc costs + postage + natural scarcity of limited number of discs 10-30 years post launch after 'disc runs' have ended vs "digital" ones constantly replicable to infinity on every date).

Visibility of new sales might be a factor, too.

I ran across the DE:MD sale by accident when stumbling over an article on RockPaperShotgun.

Since I'm a big fan of DE:HR and the only reason I've held off of buying DE:MD until now is the Steam version having Denuvo, I jumped at the sale in a heartbeat. But if not for this fortunate accident, I'd have missed that sale completely.

I'd wager there's a lot of people missing that sale, so the margin of people being able to cash in on it is probably slim, while it might have generated some good-will and maybe positive word of mouth, which Squeenix - IMO at least - desperately needs.

So pushing the game out at such a low price initially might turn into a net profit in the long run.

You keep telling yourself that.