You're in the store and you have a choice between buying Gears Of War 2, with its innovative third-person tactical action gameplay and jaw-dropping graphics with effects like ambient occlusion, dynamic shadows and advanced destructible environments, or, oh yeah, some jewelry thing your wife mumbled something about wanting for Christmas.
What goes through your mind as you consider these tough choices? And, of more importance to retailers, how can they manipulate this process for their benefit?