They said that current subscribers are more influenced by quality, not price. In other words, they care more about how good a game is than how much they're paying for it; publishers could raise monthly fees to $20 or $25 and current players would still pay it. (They noted that even at those rates, most players are still paying about 1/10th as much to play a MOG as they pay to play a standard single-player game, when calculated in dollars/hour.) Meanwhile, the costs to develop a game are steadily climbing - there was consensus that major games cost $30 million in development, $10 million in infrastructure and $10 million in marketing.