I think that $9.95 is a better price. I don't buy games very often, and it has to somehow prove to me that $19.95 is worth it. (That happened with Fish Tycoon over two years ago, so for me, LDW has a good track record.)

OTOH, if a game is $14.95 or $9.95, I'm more likely to buy it and take the chance, even if I end up being disappointed. So I think that a lower price will bring in enough buyers to make up the difference in cost. Especially for downloadable games where there isn't any packaging overhead.

OTOOH, IMHO, it would be nice if "loyalty" discounts would be given (maybe $5) off of the $19.95 price when people come back to buy additional games.