Thanks, but I don't think I missed your overall point, just asking about the specifics of buying the DLC. And BTW, I disagree with some of what you explained since I am a Power Rewards member and a 44 year old CPA. I actually enjoy getting the mag and that's it. And the rewards are really not great, and MS offers rewards for buying online via the console. Theirs are not much better, but it's something. I also think hardcore gamers would be well connected and tech savvy with high speed connections who would just as soon download from home/console than from GME or the store itself via card purchase. I also don't think they are as compulsive as you state, and also, I think the past several years of economic strife has led to people learning to take advantage of deals, and only the deals while not getting lured into other purchases, which is where compulsion would serve GME and others. Just my thoughts, nothing more.