They don't care about high street shops anymore. If they did, they would be supporting pre-owned game trading.
Sony, M$, even nintendo, do not care in the slightest about shops. At the moment it's a collapsing marketplace, since you can be pretty much guaranteed to get your /anything/ cheaper online. Manufacturers know this, and are marketing more and more to internet users, and buyers, and less to bricks and mortar stores. Just look at the near-collapse of Game group - they took over gamestation, competed them against their existing Game stores on the same high street, closed down whichever was making less money, and re branded the survivors as Game.
In the middle of this of course, they skated the edge of bankruptcy and only survived by closing dozens of stores. And the REASON for all this was that companies like EA made sure you could no longer make a profit selling pre-owned copies of their games. All the others followed suit soon thereafter and the pre-owned market died almost overnight. Stores that HAD co-existed quite profitably, suddenly could no longer survive.
If consoles go the same way, and ditch physical copies, this will a: make publishers ECSTATIC, console gamers will be tied into a single platform and a single distribution method, and there can be zero pre-owned market, which publishers always have regarded as some kind of legal piracy. And of course b: Not having to pay the extra premium to a shop for the privilege of paying minimum wage clerks will save consumers cash. Camera retailers have learned this the hard way, only supermarkets stock cameras now, the last real camera shops died with Jessops, and they've been out-competed by online stores for nearly ten years now.
The High Street is dead. All we can do is catch the fire-sales before the last of the doors are locked.
Biting the hand that feeds IT
