100% always prefer the lower price? That's quite a brash generalization. And it is entirely untrue. People will gravitate towards what gives them more satisfaction, even if they have to spend a little bit of extra cash. It's simple microeconomics there activision CEO; what will maximize the consumer's "life satisfaction."
Go do your focus group on a "gazillion people." Let us know how that turns out. If you manage to find a "gazillion people."