People like when the numbers go up in their video games, not when the number goes up to buy their video games. But Gearbox CEO and president Randy Pitchford believes “a real fan” will discover a way to pony up $80 for Borderlands 4 later this year–if that’s how much it costs.

Last week, someone on X told Pitchford that Borderlands 4 “better not be” $80. For his part, Pitchford has previously stated he “doesn’t know” how much the co-op game will cost. But that didn’t stop the Gearbox boss from responding with his opinion on X if Borderlands 4 does retail for that premium price.

“A) Not my call. B) If you’re a real fan, you’ll find a way to make it happen,” Pitchford wrote. “My local game store had Starflight for Sega Genesis for $80 in 1991 when I was just out of high school working minimum wage at an ice cream parlor in Pismo Beach, and I found a way to make it happen.”

Earlier this week, Take-Two boss Strauss Zelnick–who oversees Gearbox–talked about the lighting-rod topic of $80 video games. “Our job is not to turn a consumer upside down, shake them, and see how much change comes out of their pockets,” Zelnick told GI.biz. It’s one of the biggest stories in the industry this year, starting with Mario Kart World. Recently, Microsoft announced $80 first-party games are on the way this holiday season. Take-Two hasn’t revealed any $80 games yet, but some speculate that Grand Theft Auto VI could retail for $100.

Borderlands 4 is set to launch September 12 on PC, PS5, and Xbox Series X|S. The game’s release date actually got moved up last month. Borderlands 4 is also coming to Switch 2, but a release date hasn’t been given for the title arriving on that platform.