What companies are you looking at? Because $20 is about right from the ones I've seen.
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Guerrilla for one. I can get a 3 pack of emotes for $2.
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Never heard of them. Blizzard and steam on the other hand are even more expensive than what the content would be individually.
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I can get a whole new car for $1-3 in a racing game. Steam? Really? I thought they were supposed to have dirt cheap sales. I've seen full AAA games go for $5.
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Games yes, items in those games, no.