After 5 years of the $60 price tag being the new price for "HD" games, THQ realized maybe it isn't such a good idea to make every game cost $60.
After having a bad year, THQ noticed most of their sales came when their games were $40 or less (ex. Red Faction) with only their best games getting good sales at $60 (ex. UFC 2009).
THQ's problem is every game they make, they assume its a AAA-quality game so they charge $60 regardless if they didn't spend much to make or made no effort for quality. Before they just blamed the Wii or handhelds for lack of sales but this year their "HD" systems are loosing sales as well.
Now THQ thinks $40 might be the real sweet spot but also said they can easily make up the $20 "loss" on DLC without having to change their thinking on making games.
http://kotaku.com/5688119/a-publishe...games-any-more