Atari undercutting next-gen prices?

JoeHonkie wrote:

Test Drive Unlimited for 360 will apparently be only forty bucks. Is Atari banking on Merketplace downloads? Was it just a cheap game developmentwise? Are they just trying to make everyone else look like jerks? Only time will tell.

I haven't played a Test Drive game since the original nearly 20 years ago (Accolade, remember that?), but I had gotten the impression that the series was in decline. With Ridge Racer, Need For Speed, and so many others, it still manages to stick around, so maybe I should keep an eye out at that price.

Atari Prices Test Drive 360 at $39.99

http://www.snackbar-games.com/n1917.html