Buying games for achievement points? You're doing it all wrong!

http://www.joystiq.com/2009/10/07/pitchford-easy-achievements-boost-sales-by-up-to-40-000-units/

According to the study quoted in the article, a game with easy to get
achievement points will see a boost in sales of 10k-40k units.

This makes no sense to me whatsoever.

Why BUY these games just to finish their achievement points in a matter of
hours? Don't these folks know about GameFly, where they can cycle through
tons of games really fast each month, and all for less than what 1
reasonably new game would cost?

Either that, or is the researcher confusing "easy achievement points" with
kiddie games or franchise spin-offs (eg. games based on movies) which tend
to be common fodder for AP-whores?

Man, talk about doing it wrong!

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It's not broken. It's...advanced.
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