Yes, but maybe unlike your own puny budget a big studio has more cash to spend on its game. So the Unreal3 engine is a good opportunity for them, developing your own engine wich would perform at the same rate would cost you well over 750.000 dollars so it's a good alternative for those who do have the money. And about your comparison with MAX, just look at how many times Gears of war has been sold the money made with this is way over 750.000 dollars and is profitable and thus affordable for the studio who devoloped is. So in that sense it's not inhuman