After a lot of thought on the matter, we (Plaid Hat Games) have decided to reduce the MSRP on BioShock Infinite: Siege of Columbia from $84.95 to $64.95. The original retail price of $84.95 was set to reflect a normal margin we are accustomed to taking on a board game we release. Since the release of the game we have been paying close attention to feedback from customers, retailers and distributors. We have come to the conclusion that, while the game is selling well, the price of the game is limiting the game's full potential reach. Our target market for this game was not only hobby board gamers that are fans of BioShock Infinite, but also BioShock Infinite fans that are intrigued by hobby board games. It is our conclusion that the price point of $84.95 is asking too much of a consumer that is unaccustomed to buying hobby board games. With this product, it has always been our great hope that it could introduce the board game hobby to the many video game fans. We have decided that we would rather take a low margin and see this game in the hands of more new fans. We feel that it is not only in our best interest but in the best interest of our partners and the board game industry as a whole.