it's always the case with xbox marketplace and playstation store, you (for some reason) really want to play Mass effect 2 (for example) but the stores are shut, you're gonna pay through the nose to download and play now.
Even when you know you can pick up the game for next to nothing in store, the console store's are still charging you a fortune. Mass Effect 2 (I'm back to that example) is currently £22.99 on xbox, I picked it up in june for £6.99 (which included the Cerberus Network free downloads, unlike the xbox live version) they can get away with it, because at the end of the day it is your choice where you shop.