Bungie must feel like they are in the big leagues, they can just ask you for a 100$ for an expansion, irrelevant of it's size, or quality, or even if you wanted it in the first place, and expect you to capitulate head over heals, for the brand name alone, like other renowned companies, not to mention the huge amount of time the player had invested. Those who work in sales, and negotiation know, that the more you invest with your time in something, the less likely you are to walk away. It could also just be excessive greed, and ambition. That's all fine, and good, but that's not how I decide to buy video games though.