Really...
What is the minimum price to charge on a box to get shelf space in a store?
I am betting that they couldn't get away with chargeing any less than 20$ and still be allowed to sell the game in the majority of stores. I mean 20 goes down to what when it hits the bargin bin? 2$?
Mayhaps they wanted to charge 10-15$ for it then realized that they couldn't possibly get it into the major chains at that price?