"...in addition to the $3.7 billion spent in the U.S. by consumers on new physical video and PC game software in the first half of 2010, the total consumer spend on content via other monetization methods, including used games, game rentals, subscriptions, digital full game downloads, social network games, downloadable content, and mobile game apps, is estimated in the range of $2.6 to $2.9 billion," NPD stated.
Not everyone can afford shiny new games.