and there lies the issue...
the hardware...
since much gaming resides online nowadays...
they could probably design handheld controllers next that contain all that was in the the physical "box" and hence omit the need for a physical "box" ...thereby cutting some large amount of cost...
Charge more for the same service ...essentially...

God knows the future of gaming ...
what will be on the shelf in 20 years may be a "packet" with a pair of sleek glasses...and a small envelope filled with adhesive sensors to slap on key points of the body...
and nothing more...
yet the cost to consumers will continue to go up...
though the material cost to produce, package, ship and have shelf space for ...must always go down...