Companies come to Activision of their own free will, so that they can publish games. The price set is decided by the publisher and the creators of said games. THEY made the game, with THEIR own money. Unless you're an investor, you don't have a right to tell them what games they make, how they make them and at what price they are sold.
I fail to see why so many gamers feel that they have some moral right to DEMAND a developer/publisher sell a game at a certain price. You have no moral or legal right to DEMAND a lower price - you didn't make the game. How would YOU feel if YOU made a product with YOUR money and on YOUR TIME, and consumers then decided that they had the right to harass you and DEMAND what price YOUR game is sold at? You wouldn't be very happy.
I don't like expensive games anymore than the next person. But if I think a game is too expensive, I do not yell loudly and pointlessly that the price should be lower on the internet, as if I had some grand moral right to demand that Activision lower the price of Black Ops. I simply don't buy the game, if I think it's too expensive.
It's a free market: if a game is too expensive, then don't buy it, and instead, buy games that are less expensive.