Mass Effect 3 - EA Store Reveals Premise

Because Starcraft II was released in the past and Diablo III is an upcoming title. The shift to higher price points is a recent thing and appears to be gradual across different publishers. I doubt it will be universal though- Indie games developers won't automatically follow suit.
Starcraft 2, Modern Warfare 2, CoD: Black Ops - All Activision, all retailed for £35+ as a standard price. Diablo 3 will follow suit.

FWIW- 35 pounds ends up being about 55-56 dollars as it is. So you already pay more than the 49.95 price point many Americans are used to . When the exchange has been higher you were paying roughly 62 USD - which is higher than the "new" US market price-point.
We tend to pay around £25-30 for a new game, so it's roughly the same price. Actisuck titles and The Witcher 2 are the most recent exceptions to that.

I have to say I've not noticed this change in pricing, bar Actisuck, so maybe it's a US thing.
 
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We're still not at the £45 for PC games that I remember from the 90s though.

And Origin, you were worth every penny.
 
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