*sigh* Yes, they're still full price. Goddamn, I hate it when they do this -- I wrote parts of this feature, and they're neutering it because everyone's terrified Wal-Mart will stop selling consoles if we cut them out of the games retail market. Sometimes I wish these assholes all had just one neck!
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*ahem* Games on Demand titles start anywhere from full price to FP-$20, and drop to about $19.99 and stay there. I buy them pretty often, because if I could just download the 8-bit Legend of Zelda to my Wii and play it again without buying it again, I'd never leave the house -- but the cartridge doesn't work anymore, and I never want to deal with that experience again. So I buy digital download rights, and I can delete it if I want and then pull it back down five years from now if I feel like playing it again.
Once we get the cloud storage stuff stood up (see our E3 presentation), my saved games will even still be right where I left them, even if I deleted the game. That stuff will be there until Xbox (or Steam, or Sony, or Nintendo, or whoever) collapses -- and any event that can bring that about will probably leave you without power at your house for years anyway.