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You could get entire publisher catalogues for peanuts. I think at least half my steam library is useless filler because I bought every game WB ever published for $40 to get the new batman game or similar.
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I payed like 100 bucks (probably less, i don't remember the exact amount) for everything valves ever published, which isn't as good of a deal but shows it can still be done
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I think one precursor could have been EA's debacle with Sim City in 2013, when they apparently had a huge wave of disappointed customers doing chargebacks. I'm not aware of any public statement/evidence of this, but it really wouldn't surprise me if their payment processor leaned on them to provide a better means of accomplishing that, and it gave them a way to portray their store as customer friendly.
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