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It sounds like that would be a horrible idea! I mean really. Their member base may not increase as rapidly because there wouldn't be as much advertising (game on shelf etc.) and they already took EQ Titanium out of all the major game stores (Best Buy, EB Games,etc.)
As opposed to how much money they saved by not having to pay for the boxs, CDs, shipping and whatever cut they give to the stores that carry it?
Look at it this way, SOE has to give a cut to retail stores or thier is no point in the stores stocking it. Lets say SOE sells it to the retail stores at $25 a box, plus each box costs $2 to make and ship (just pulling a number out of my *** here). So they are only making $23 per box in the stores instead of $30 per download.
This game has been around long enough to safely assume that almost anyone who would be interested in playing it has probably heard of it before. The advertising from a retail box probably isn't worth the loss per retail unit sold.
From a consumer point yea it kinda sucks but from a business standpoint it's probably worth it. I am willing to bet SOE collected the data on how many of their active accounts were paid with by CC vs. gamecard before they decided to make it DD only.