The nature of purchase is already greatly in favor of the seller.
Give me your money now, and you'll get what appears to be what you want.
This is as true for oranges as is for computer games. It's also true that appearances can be deceiving.
There's no real way of knowing if oranges are going to be sweet or inedible. Even if you try one, the rest might be sour. Unlikely, but possible.
The only reason why merchants can get away with it is because people
want to buy.
Slightly off-topic but this is why Piracy isn't automatically "just bad". On one hand it's a criminal act because someone is making profits it shouldn't be making (i.e. selling other people's work). On the other hand, there's so much crappy content on the market that one might argue that the "good guys" are also ripping you off.
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This is one of the reasons I stopped going to the movies. They argue I consumed the product. I argue it's garbage and that I should charge them at my standard rate + overtime bonus for wasting 2 hours of my life.
At the end of the day, pre-order or post-launch purchase - it doesn't really matter. Most people will make the purchase anyway. People that will be swayed by bad or good reviews (or actual gameplay) are a minority.
I'm more worried by the fact that the market is so flooded with "sour oranges" that many people don't know sweet ones even exist.
When talking about Civilization and gaming in general I find it real funny that they struggle in creating "truly new, unique and engaging content" to satisfy their customers. Just imagine how much harder engineering and marketing a new dishwasher or car is. And if you think margins on dishwashers are so high (compared to gaming industry) that they are having it easy, you're probably not acquainted with the white goods industry well enough