The reason sales are such a big thing now is the industry has reached the point where ease of access made content so ubiquitous that sales are necessary to stand out in the crowd. You're not going to fight that by saying you'll never have a sale, you're going to end up selling a fraction of what you could have sold instead.
The next step isn't raising the price of games and doing away with sales for a new golden age of game appreciation, the next step is Netflix. The next step is a subscription-based service. (Sorry Gametap, you were ahead of your time.) We'll see what happens with Playstation Now.