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Speaking at iicon today, a new conference for video game executives , Take-Two CEO Strauss Zelnick addressed the much-debated question of how much Grand Theft Auto 6 will cost. He declined to confirm the game’s price, but hinted away from the potentially super-premium price point that has been floated in the past. “Consumers pay for the value that you bring to them, and our job is to charge way way way less of the value delivery,” Zelnick said. “How you feel about something you buy is the intersection of the thing itself and what you pay for. Consumers need to feel like the thing itself is ama