Likely a placeholder. Though I would argue that the price of games should move up to $70 simply do combat inflation and the rising costs of game development, I don't think they will. Instead, I think more games will try to find creative ways of adding additional content for an additional cost. Before you scream "Ah, no, I hate that bullshit", I think there are ways of doing it tastefully that a lot of developers simply are ignoring. Dead Space 3's addition of a "pay-to-win" was a poor implementation of this design while Gears of War 3's or even WoW's mount/customization model is fine and rather unobtrusive and more acceptable. Still, I think the best way a developer could add this element of being able to pay for additional content would be to make it a lesser variant of the items unlocked by playing the game for real. For example, perhaps if there is some cool gun camo, make it so one could pay for it immediately, or unlock it in-game but if unlocked in-game give it some extra flavor. Another method would be to perhaps develop a system whereby a month after release, allow for players to pay their way to a particular level (say 25) and give them all the items along the way (specifically in a game like Battlefield where higher levels have an advantage), but make them still have to move through levels 1-25 by earning that experience but perhaps at an accelerated rate. Having bought BF3 months after launch, I would have appreciated something like that as opposed to the buy the entire kit system.