Here's just one of the collector's editions we can expect to see appearing in the run up to Christmas.
Call of Duty 4 is certainly not the first game to capitalising on the fanatics who will pay over the odds for a few "limited edition collectables", and it certainly won't be the last either.
In this Collector's Edition, you'll find the game, a metal box, a canteen, a week's worth of double-XP in MP and early access to a high-level weapon, which would take regular game owners over 45 levels of slog to unlock. See - money even gives you an advantage in the gaming world too.
The special edition is available for both PC and Xbox, but currrently only US prices have been released, so it remains to be seen if we'll see it on UK shelves. The 360 version will ship for $80 (around £40), while the PC version will be $70 (£35).