Plus usually places that sell the digital download have a licencing deal inplace.
They have aggreed to sell fo x price for y volume or just at x price, its less flexible.
With the physical media as kp says they prob bought in a whack of media at a lower price and can sell it for lower.
Or they sold a lot of stock at a high margin and can throw a few pennies to dispose of the media stock because it was not selling fast
Digitals easier for everyone but the licencing to sell keys usually is the sticking point.
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