The only people paying £70 for a game, even on release, are those buying digital at RRP via their debit/credit card.
Right now I could buy £70 worth of PSN credit for £59.70. It's highly unlikely that most stores will charge more than £60 for the physical version of the game at launch.
Wait 3-4 months and physical versions will drop even further and it's certainly not unheard of for digital versions to have price drops in that period of time either.
Demons Souls is £69.99 at most retailers. ~£65 at a couple. But no cheaper than that. Same goes for Destruction All-stars So the new price tag clearly is real. Not quite sure why you're making out like it doesn't exist?
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