If benefits the consumers that wait for the sales, particularly when you're asking for $35 for an independent title that was, when they were in early beta, $15. Even after release when they were asking for $30, they still upped the price to $35. Meanwhile, you have other extremely popular independent games like Stardew Valley which was $15 upon release, is still $15, and goes on sale. FTL was released at $10, has remained $10, and goes on sale. Terraria was released for $10, has remained $10, and goes on sale. Kenshi was released for $30, has remained $30, and goes on sale.