I was referring more to the overall costs of AAA game development and how it keeps going up. They can't raise the price of games past $60, or at least that's what their data leads them to believe. This is why we see micro-transactions in $60 AAA titles these days; they simply aren't making enough money off of the current model to make a profit.
I've heard people say that micro-transactions are only in games because people keep using them. To an extent I agree, but I also think these developers and publishers are simply doing whatever they can to try to turn the usual $60 customer into a $100 customer or $200 customer. Pre-orders and pre-order bonuses exist as another way to try to guarantee sales and to judge a game's demand before release. We know that content is either being cut or being developed exclusively for pre-orders. Then you have the season passes which range from $20-$50.
The thing is, none of this appears to be working because it doesn't solve the problem of rising costs. So, I think we're going to get to a point where we only have a handful of games in the AAA space that are successful enough to continue to exist. By the time we get to that point, there will be no creativity or innovation in the AAA space. We're already seeing how publishers want to duplicate their last great success, and that usually means not doing anything that may alienate fans.