And that is partly the issue. The problem is that some people buy a game, dislike it and then cannot return it because (1) Shops don't take physical media back unless it's unopened or damaged (2) it installed with Steam/Origin either digitally or from disk and as part of your EULA you cannot return the game, you cannot even sell it either. So you're stuck with it.
Now irrespective of the above, it's still considered a sale. Hell, even this http://www.youtube.com/watch?v=D1ZdrNOaOWE counts as a sale. At the end of the day as long as the manufacturer/publisher/studio/developer sees a sale they are happy.





