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Correct - this was always going to be the case the moment IGN bought humble bundle. Any delay in getting to this point was a conscious decision about how fast to boil the frog - but IGN didn’t buy Humble Bundle because they believed in the mission of helping charities and indie game developers, they bought it because they believed they could make more money than they spent on it.
It’s fair to continue to consider them in competition with other store fronts. Don’t be fooled into thinking it will always be a great way to get cheap games, though. That brand, is EXACTLY what IGN paid for when they bought them: for the faith they built up in people like yourself, that they are and will always continue to be a trusted company. And part of the amortization of that purchase, is converting that belief into money, by enshittifying it. By taking advantage that they can make less valuable offers, raise prices, and fail to keep up with competitors innovations, on the backs of people remembering the good experiences they had with the company based on its original ownership.