At 120$ for 2 years I would have NEVER bought it, you really would need to buy a ton of games just to break even on the program. It would definitely narrow the potential customer base. I found at $30 I bought much more than I would have otherwise.Bingo. Once a customer hits the 3 cap, they are no longer able to get discounts on that sku. THAT is what they should have done as far as the limit goes. They ALSO should have have kept the $120 for two years membership fee like they did in the beginning. Even at the $120 price point, it was worth it. all knows why they dropped it to a measly $30 for TWO YEARS. I didn't complain because hell, I bought 4 years at that time. But it made no financial sense from a business standpoint.