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The store page clearly says there will be no sales, there is also a pinned thread about it here and plenty (and I mean a whole lot) of threads on the subject.
I saw the thread, and I also saw that it was locked. I'm voicing my criticism as someone who has spent many hours on this game but can't convince my friends to join me at the current price-point -- especially with newer / shinier indie automation games coming out for cheaper.
Factorio is a great game, but the devs are going to let it fade to obscurity with their bullheadedness. This is not a new game that can be justified at their current price and they shouldn't keep acting like it.
With the expansion and version 2.0 coming in a couple months, I don't think you need to be worrying about the devs or the game's attractiveness.
I would personally want some of these "newer / shinier" games to be anywhere close to as good as Factorio rather than them just being cheaper.
Not that all of them are bad games, they just fall short when being compared.
Are you sure it is the $35 price point that is the obstacle, and not the existence or lack thereof of a sale sticker next to the $35?
Incidentally, I pretty much never buy a game at 10% off. If they're going to offer 10%, then surely it won't be long before they offer 20%. And then 30%.... I would need a good reason to believe they were really going to stick with the 10%.
The developers are preparing to release a full scale expansion pack.
This is not a dead game that you can justify trashing because you want it cheaper.
Every theory, or assertion, deserves the chance to prove itself. Science, and technological progress, indeed the modern world, is based on the testing, proving, and dis-proving, of assorted theories.
Give your theory the chance to prove itself. Access Factorio's sales trend over the years since the release of 1.0 (exit from early access). See if the sales trend matches your expectations that it will "fade to obscurity".
Trying to judge the value, or loss of value, from having sales is pointless. The devs were not new to gaming, even if they were new to making a game, when they decided on their no-sale policy. The pros and cons of that policy, financially or in popularity for the game, are unimportant to the policy as it's based on a principle not a goal. Whether you and I agree with the principle, or the choice, matters not. No more than whether or not I agree with any principles you might have - they are your principles and need neither external approval nor validation. The principles the devs have which created the no-sale policy are the same, in value, as yours - merely made more public.
Edit : even at full price. Worth its worth.
I suppose, technically, my challenge of testing the theory is best given to you, though having two people proving it won't hurt. That said, I'm more interested in the "friends" aspect of your post.
I'm presuming that the friends you have in mind are people you know, online or in person, and spend time with somehow in more than online multiplayer gaming. If you know them well enough to think they might like Factorio then you shouldn't be trying to convince them to join you - no matter what the price is. You should tell them about the game and introduce them to the demo. While they cannot join you, or you them, in the demo, they can have unlimited time playing the demo, or replaying the demo, for free.
If, after playing the demo, and liking it enough to want to play it with you, and perhaps in a larger game with 3 or 4 other friends as well, Then the price won't matter all that much. Money spend with friends is money well spent and the 35 USD investment will be worth more than the same 35 USD spent on 3 or 4 other newer / shinier games.
That in no way reflects upon the quality of the other games or Factorio, nor even compares them. It is simply the quality of the friendships that grow from the new shared experiences.
On the other hand, if they play the demo and, contrary to expectations, are not that interested in the game, you, as a good friend, ought to leave off on "convincing them" of anything. Perhaps even see what they like about the newer / shinier games and join them in one of those games. The time spent playing their games will not really hurt your enjoyment of playing Factorio solo when they're not available to play. Unlike their newer / shinier games, Factorio will still be fun next year, and the year after that. Maybe, in time, your friends might tire of chasing the next newest and shiniest game and rather than spending 20 USD every month on another game decide to spend the whopping price of 35 USD on one game and play it for several months (or years) instead.
https://steamdb.info/app/427520/
It could be $36/hr instead. The $1/hr cost of the game and the $35/hr not earned after being fired for sleeping on the job due to the 12 hours you played to finish "one more setup".