This is all a problem of perception, just like when Odeon changed their 3D charging:
How they did it was 'Yay! 3d tickets have gone down in price by a pound! but now you have to buy glasses if you haven't brought any with you, for a pound.'
Compare '3d tickets are the same price, but now you get a £1 discount if you bring your own glasses from last time'
The first made me boil with rage until I realised it was functionally the same as the 2nd, which is good.
Similarly, compare 'Check it out! as a reward for buying new you get this free DLC with more missions where you can play as honest-to-goodness CATWOMAN!'
with
'YAY YOU CAN PLAY AS CATWOMAN YAY LOOK AT THIS TRAILER WHERE YOU PLAY AS CATWOMAN YAY ITS GOING TO BE A HUGE PART OF THE GAME! PS only if you buy new. you fucking peasants.'
You can't make something you've built up to be a huge thing only for new buyers, that's called being a dick. Additionally, I bought Asylum years after its release for like 8 or 10 pounds, who's going to double their outlay for being poor and having to wait? I just wouldn't have bought it. Gr.
EDIT: i've realised lots of people have made the same point. But mine includes an unnecessary dig at cinemas! (They're too expensive, aren't they too expensive? and 3D too. Gr.'