they have no reason to upgrade. the current state of the gaming industry is that most PC games are simply console ports. once you take away the DX 10 & 11 bells and whistles, the games run just fine on a dual core + 9800GT set up. upgrading their PC won't help us at all, it will help intel, AMD, nvidia's bottom line but not ours. Every major games needs to cover multi platforms (Crysis 2, Fallout 3, Mass Effect) or be optimized to run across a wide variety of PC set ups for maximum reach (MMO's, Starcraft 2, Sims). It's how the recoup costs for all those "lovely" cut scenes and "celebrity" voice actors.