Platform holder Microsoft has once again defended what many see as the inflated prices it charges for full games downloads on its Xbox Live Games-On-Demand service.
The fresh outcry comes after Halo: Reach arrived on the service at a full RRP of £49.99.
"No one retailer has the lowest pricing for every product, and our program is about giving people 24/7 convenience and selection when shopping for Xbox 360 games," a spokesperson told Eurogamer.
"We're incredibly excited about what Games-On-Demand means for digital distribution, and will continue to evaluate and evolve the service to meet market and consumer demands."
However, this defence is word-for-word the same as that issued by the platform holder way back in August 2009.
As Eurogamer points out, it's worth noting that not all GOD games demand such high prices. Current offerings include Sega's Bayonetta for £14.99 and Square Enix's Kane & Lynch 2 for £17.99.