Steve Atwood laments that downloaded software costs the same as shrink-wrap physical media software.
He seems to hang his case on how profitable it is for software vendors to allow downloads. If that’s the case, exactly what is the incentive for them to change?
Unfortunately, the state of digital software distribution is so bad right now that it’s almost a parody of itself. It should be a wondrous, democratizing tool that pushes software pricing down by naturally leveraging the inherent efficiency of bits over atoms. Instead, as it exists today, the digital distribution of commercial software is intentionally crippled. It’s only useful for the rich and impatient, a fact vendors exploit to line their pockets with obscene profit margins (even by software industry standards, which is saying a lot). The average consumer avoids digital software distribution entirely in favor of retail discounters. Can you blame them? With every download at retail prices, you’re effectively paying vendors five times as much for the same software, and that’s a huge ripoff.
It’s called price discrimination, which despite the usual nefarious connotations of the word discrimination, isn’t that awful a practice (think student discounts on movie tickets). If it’s that important to you to get the latest version of the game at 12:01 on the release date, the vendor is going to try to extract a premium from you for that privilege.
Software vendors, particularly big boys like Microsoft, are not in an open market where the primary driver of the price is the marginal cost. They will charge what people are willing to pay. And if people are willing to pay full price for the convenience of downloading software, that’s what they’re going to charge. That their cost is lower is completely irrelevant.
The solution isn’t to keep downloading software and whining about the mark-up. The solution is to stop downloading software, and force the vendors to lower the prices for downloads in order to recoup the investment they made in their download software. Or for competition to enter the market to drive prices down. But software vendors have no moral obligation to base their prices on the cost of distribution.