Michael Pachter, an analyst at Wedbush Morgan Securities, told GameDAILY BIZ, "It's pretty simple; it's just economics. If costs go up for the producer, the manufacturer, they'll go up for the consumer. Gasoline is the perfect analogy. When oil prices go up, gasoline prices go up. Period. So we know for sure that video game costs are going to rise—R&D is going to go up. The development cost is expected to go from an average of about $4 million to an average of about $10 million, and that's a guess but directionally it's certainly correct."