Games in the 90's were £35-40, and most new games sell at 45, that's not much of a mark up in the past 15 years, considering now days a lot more effort probably goes into making the games, and much higher budgets etc, Developers have to coup that money back somehow. DLC is the way that companies make the extra cash needed. Most people probably wouldn't shell out 70-80 quid for a game is that was the full price when first released.