Nice trick - add an empty shelf on my account when the last one is nearly full. It makes it look like I need more games to fill the void :)
Subtle trick, I like it!

I think these two sum up GoG.com in all aspects :)
Karl

I was thinking something similar the other day, bought my 9th game and realised the shelf looked bigger than I remembered, wasn't sure if it was in response to the number of games or just a coincidental increase in size

Well to be honest out of all the possible marketing strategies they could have used to drum up repeat business, the auto-growing shelf is one of the nicest and least intrusive approaches.
Other sites seem to enjoy making windows pop up with adverts over your browser window that you have to close after opening 10 popups and downloading viruses into your boot sector which force your browser to visit the shopping cart every time windows boots up... so... slight exaggeration but I think the approach is fair. I don't feel pressured to part with my money here, but I do. A more intrusive approach would turn me away faster than you could say something really short.

if only real bookshelves did this