There’s still a bit of market force, but it comes in the form of other game developers.

Imagine you went to the grocery store, and saw Hardin McCombsky’s Super-Premium Dry Seasoned Cheese was $1000 a wedge. How ridiculous! How do they expect us to pay that much for that cheese?

Only…Shaw’s Bargain Dry Cheese is $4. And it’s not the same thing - but it’s still pretty good.

Basically, this kind of thing works out in many other industries. Sometimes on rare occasion, one producer makes things MUCH better than competitors and can demand a much higher price because no one else comes close.

To give a more game-relevant example, BattleBit is $15 and compared favorably to Battlefield. In other cases where there’s no competitor and the developer hasn’t lowered their price for sales, it may be because they’re confident they did good work and made a good game. Factorio is famous for this.