Cooper is basically talking about Xbox Live Marketplace's size restrictions more than the service. He believes console games being sold online is inevitable and the gates are slowly opening for that to happen in various channels. While he's right that digital distribution is going to keep getting better, we still want to see some additional savings for consumers if we're not getting boxes, manuals, and all the other incidentals. We had the cost-reduction dream for advertising in games too, but ad-heavy and no-ad games are still the same price.
