I promise an executive at microsoft is getting a massive bonus this year once they see the earnings increase for this segment that far surpasses the earnings of their xbox hardware was generated.

It's still a decent deal. A buck a day to play unlimited games is hardly unaffordable in the US or Europe, and even most of latin america.

They won't stop with this increase though. Look at the price of cable TV bundles and how so many eagerly signed up for $200-300+/mo. I work with older people who still pay this.