We put Eurogamer readers' complaints to Fergal Gara, who runs PlayStation in the UK. He told us that the launch pricing of games on the PlayStation Store was affected by Sony's desire to keep shops on-side during the crucial console launch period.
"Digital pricing is an interesting question to raise," he replied.
"First of all, we want to support a healthy retail channel, so it's not in our interest to go and seriously undermine retail."
Gara added that shops often price games lower than RRP in an effort to attract your business - more aggressively in the UK than in other countries.
"Let's not forget the UK is probably the most competitive retail space there is in the world. So when it comes to any recommended retail prices they will frequently choose to price significantly below them.
"You mentioned Amazon as an example. Amazon control their own pricing. We don't set the pricing. So if they decide on some crazy low prices they'd like to charge their customers, that doesn't mean it's appropriate for the PlayStation Store to match or follow that price. These are effectively all independent retailers."
Despite this, Gara expects digital pricing to lower after the launch of the PS4 to something approaching parity with high street prices.