Call of Duty: Modern Warfare 2 will be priced at £54.99 when it is released in November - cue rage.
Activision are blaming rising production costs and the falling strength of the pound for the sudden and seemingly disproportional hike.
Depsite the game retailing in the US for a mere $59.99, only £36 in sterling! Explain that Activision!
And with Activision now regularly breaking the £50 barrier with it's games (DJ Hero), it won't be long before others follow suit.
Console games have been meandering toward the £50 mark for a while and ultimately it will be the consumer who sets the price. If, come November 10th, gamers band together, hold strong and don't buy Modern Warfare 2 at this ridiculous price - Activision will be forced to bring the price down. And it will set a precedent, developers will know the £50 is too much, and it is too much.
Will that happen? Will-it-heck-as-like.