Raising the price of a luxury product by about 20 per cent is never going to be popular with customers. Doing so during a deep recession might appear mad.
Yet Activision seems supremely confident about its decision to lift the suggested retail price of Call of Duty: Modern Warfare 2 by £10. It is not experimenting with a minor untested franchise, but with a game tipped to be one of the year's most successful entertainment products.
It's small wonder that retailers have mixed feelings about the decision: higher prices give them better margins, but if consumers leave Call of Duty on the shelves it'll be a damaging blow to a retail sector already expecting a tough Christmas.