They are selling something that costs zero to make. Priced high, they sell on average 1 to 10% of the players who can actually afford it. If they cut the price in half, perhaps 40% of the players can afford and are willing to buy it. That's still doubling your profit. Sell it for $3, and 90% will buy it, they still make the same profit, and more of their players are happy. They can certainly manipulate the price to make more or even the same while appealing to more players, but they choose not to.