OMG! It’s almost like constantly raising prices just isn’t working out!

It doesn’t matter how expensive RAM gets, what the market is doing, how much AI is driving up component prices, or whether the market is bullish or bearish. At some point, consumers reach a breaking point. When a product becomes too expensive, people stop buying it. They don’t particularly care why it’s expensive. They care whether it’s worth the asking price, and whether they can justify spending that much money on it.

And that’s the problem Sony and Microsoft seem to be running into. Between rising console prices, increasingly expensive games, subscription price hikes, and a growing number of anti-consumer practices, they’ve made gaming an increasingly expensive hobby while giving consumers fewer reasons to feel good about spending their money.

What’s worse is that these companies have spent years alienating a significant portion of their own fan bases. Aggressive monetization, digital ownership concerns, restrictive ecosystems, and the push toward subscriptions have steadily eroded consumer goodwill. You can only squeeze your customers so much before they start questioning whether they want to remain customers at all.

At the end of the day, consumers aren’t obligated to buy a PlayStation or an Xbox just because they bought one last generation. They can stick with their existing hardware, buy fewer games, switch platforms, or walk away from gaming altogether.

You can’t price your way to endless growth, especially when you’re simultaneously giving your customers more reasons not to buy your products. Eventually, the market pushes back. And frankly, it’s hardly surprising that we’re seeing that happen now.