They do it because they can, but they're not alone. It happens all the time. It's not a simple case of doing an exchange rate comparison. Our economy, our 'way of life', how we value things, what we expect to pay for things, all dictates how much we actually do pay for things. If we all stopped buying stuff, this DLC for example, then the price would drop - but we don't! We'll pay the high asking price, so the asking price will stay high. I recently bought, in a moment of madness it would seem, the digital Legendary Edition as I wanted to be able to share the game with my kids (and remove the need for my discs), despite it being a massive £74.99! I'm therefore part of the problem. It leaves me with two hard copies of the original game and digital DLC I & II, redundant. (I hope to sell the discs to offset the outlay.) But I, and especially my two kids, love playing the game and I, rightly or wrongly, thought it the best option. I will end by saying this though - this'll be my last Destiny related purchase, regardless of any 10 year plan. I've spent far too much already. I normally feel happy after buying stuff, but this has left a bad taste in my mouth. I feel shafted, as a UK resident, a Destiny player and a digital purchaser. Fool me once, shame on you; fool me twice, shame on me - you won't fool me a third time...you probably will...a fool and their money, afterall... ;(