Something interesting is that Steam users, (myself included) will ignore a game not on sale, I couldn't tell you why. The only thing I can think of is that we are so used to things being "on sale" we forget that there was a reason it was priced at that amount in the first place.

$60 $70 looks better than $60

Factorio is an interesting example, its never on sale. It's just the price. In fact it keeps going up in price.