We broke the story earlier this month that Test Drive Unlimited would be available for the low, low price of US $39.99. This led some of our UK readers to hope and pray that the European price would be a bargain as well. Sorry, lads (and ladies), Test Drive Unlimited will cost £49.99 ($92.95, yikes!). The reason: prevailing market conditions, which translates as "not enough 360 owners." Interestingly, another factor mentioned by Atari was America's "much bigger Xbox Live Gold membership," making it easier to recoup costs -- through micropayments and in-game ads, no doubt.
So much for affordable innovation for everyone.