While many publishers have been testing the waters to see how little content can be offered in a retail package, only to offer more in the form of DLC, THQ has subtley challenged the status quo for the past year.

Fans may recall a secret code that came with copies of Darksiders, redeemable for a free copy of Red Faction: Guerrilla, or the free copy of Metro 2033 from pre-ordering Homefront. Even creating expansions for Warhammer 40,00: Dawn of War II as standalone packages is counter-active to the actions of other publishers.

While speaking to Forbes , THQ CEO Brian Farrell explained the pricing model for MX vs. ATV Alive, which takes a cue from the micro-transactions of MMOs, and how it could affect future offerings from the publisher:

"We’re delivering a premium game experience at an SRP of $39.99 in order to drive the installed base of users, and then digitally delivering over 100 pieces of downloadable content* and an in-game store for micro-transactions, allowing the gamer to customize their experience and pay for the modes that they want to play." * later mentioned that some of this content will be free.

Farrell goes on to say, "I do see an opportunity to bring free-to-play online games to console. But as we said before, we need to work with Sony, Microsoft and Nintendo on the business model that works for both them and us." This certainly echoes Nexon's recently announced intentions to bring Dungeon Fighters Online (free-to-play MMO on PC) to Xbox Live Arcade.

MX vs ATV Alive will be available for Xbox 360 and PS3 May 10, 2011.