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They literally can't do much about it. the borderlands collection wouldn't fit on any cart in the world, even a 32gb one with a price hike. Code in box makes people irate even though it gets the point of exposure on retail across, so a card where you just have to hit an update button to get your games is a much better alternative in this situation. I do think they could have just put Bioshock 1 on the cart and left the others off it, though, but that's just me.