This is the reason shops like Gamestop in the US and GAME and Gamestation here in the UK get the publishers and developers annoyed about used games sales. I've lost count of the times I've picked up a new copy and taken it to the counter and asked if I'd prefer a used copy which only saves me a few £ off the full retail price. The shops make all the profit on a used copy and for each used copy sold its effectively a lost sale for the developer/publisher. I'm not saying selling used games should be stopped but I do understand the publisher/developers frustration at this particular sales ploy at the shops.
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