Well that's just wrong.  From what I've seen the games cost the same as if you buy it in the store, so the designing and manufacturing of the box, and all that garbage must already be factored in, if I pay the additional cost of shipping I expect to get the same thing that I would get if I went out and bought it retails since I'm actually paying more because of the S&H.  I'm not saying this about any specific product I'm just saying in general for digital downloads, it's the truth.  For example, if you want to pre order the new Elemental game coming out and you want it sent to you via mail it's going to cost 59.99 when I'm sure it's going to cost 49.99 in the store, so I better be getting a box when I order via impulse and want it shipped.  Regardless I get the same service from Impulse if I buy something from the store or I buy it from them.  It still seems for the money you spend you get more if you buy stuff in a retail store, unless it's going to cost you more than $10 in gas to get there and back.