Nope, you guys all forgive the expression, are thinking very narrowly. From a business point, they HAVE to charge what their going rate is. No matter how much they want to be in, it would damage future agreements by handing PD a discounted license. Sure you can look at it like Ferrari ask for xxx ammount, Sony say no, so rather than get nothing Ferari drop the price and get at least something. This is suicide to any major deal that could be made in the future, you're basically telling everyone you'll ask for xxx ammount but you can be bargained with and from that point on you will never get what you were originally getting for that license again because you've already given it at a cheaper rate. Were talking licenses that overall can bring a company such as Ferrari millions, they arn't going to cut thoes profits with all the companys they give licenses to just to appear in GT4. I know I wouldn't, it'd be stupid to, Gran Turismo won't make thoes losses back. So the common business sense is to cut a loss with the odd game that can't afford to fit you in the budget rather than cut a loss with every deal you make from that point on.