Little bit UK centric there. Other countries have shops too...
It's also probably worth mentioning that the reason the on-demand games are so mentally expensive is because Microsoft/Sony do not want to alienate or piss off the shops that will be selling their consoles. This is obviously not a problem for PCs, hence why Steam stuff is so cheap comparatively. By autumn, HMV will be gone, Game will be nearly dead so there won't be as much of a concern for Microsoft and Sony to match the arrogant £50 high street price tag for games and hopefully On-Demand will be cheaper. It will be a shame if you can't just go to CEX and get some £10 games any more but shit happens.