Also, for those interested, read this article.
https://www.tweaktown.com/news/7915...is-required-to-build-xbox-consoles/index.html
Microsoft do exactly the same thing, as do Nintendo. Microsoft admit if they don't, their business is in danger.
This fee pays for research, development, wages, infrastructure, the hundreds of thousands of servers for hosting your games and network services, the logistics, the legal side of games. Etc.
Take the 30% away from any company and there's no point being in the games industry. Reduce the price of digital games, maybe, but then you're in a rock and hard place because you'll kill physical retail and they'll sue you saying you did it with prejudice as you make more money on digital games. If it was 50%, I'd understand, but regardless of if a game is £19.99, £34.99, £59.99 or £69.99, that flat fee is 30%. And Sony have decreased that as a bargaining tactic in the past. I bet Nintendo and Microsoft have too. Would that make games cheaper for us? Not necessarily because independent developers and publishers decide their pricings in house.