Think of it like this.
There are 4 boys. Bobby, Charles, Mathew, and Jimmy.
All like playing on 1 tv.
However the game they wanted is single player.
They can't afford to buy 3 more tvs, consoles, and disks.
So they don't buy the game.
The company just lost 1 potential buyer.
Now, truth be known this dilemma happens much more than the 4 boys who buy 3 more tvs, consoles, and disks. So really, companies are LOSING money, because even though some give in, A LOT of people don't.
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They only lost the potential 60$ there. In my case they have the possibility of making 240$ even in yours it's the same. It's +$240>-$60 so in that sense they will go with my option. Feelings have no price on them.