For $29.99 that isn't a bad price for what you get. Rockstar details below:

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Today we are happy to announce that Grand Theft Auto IV is now available as part of the Xbox LIVE Marketplace Games on Demand service.  For just $29.99 or 2400 Microsoft Points, Xbox 360 owners can now download the highest-rated game of the generation directly to their Xbox 360 hard drive. Like all Xbox LIVE downloads, users can purchase it directly from the Xbox LIVE marketplace website and have the download queued up and ready for the next time they go online with their Xbox 360.

At an unbeatable price, now is the perfect time to experience this modern-day crime epic before the release of The Ballad of Gay Tony.  The second Xbox 360 exclusive downloadable episode releases October 29 as both a digital download and part of the disc-based Grand Theft Auto: Episodes From Liberty City, which features The Lost and Damned and The Ballad of Gay Tony together on one disc.

Also available on Games on Demand today is Rockstar Games presents Table Tennis.