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Specially if they somehow could make a trend out of owning the original box.
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I'd wager the illegal copy distributors would move into the plastic and printing business if that were the case.
Steam usually offers the same prices as the local stores, but success lies in keeping your eyes open for the better deal, as always. To return to an actual DRM title, AC2 is 49,99€ on Steam and around 30€ in one of the stores I know. The Orange Box cost 15€ in the same store when I bought it, and went down to 7-8€ the following month (it's still 22,99 on Steam). So it seems prices are relatively low around here, compared to "global average", but I think it's a new phenomenon, most people are not aware of it yet.