put a price on it

I came across an interesting article on Kotaku the other day that asked a basic question: Who and how do we determine the cost of a video game? This got me thinking, why are games always 59.99$ In the article they tried to answer this question. Mostly all the cost in the game goes to producers and designers of the game. Also add in the cost of printing the games and shipping them to stores to be sold at. This also leads to another question: why do gamers accept this price? I think that if you got enough people to protest the cost companies would have to lower their prices just to stay in business. But that would be a hard task to follow through and games will most likely continue to rise in cost as time progresses.