There's a reason a company like Circuit City will drop the price of a game $13 for a sale... it's called a "loss leader".
They get you to come into the store for something small like a game and maybe - while you're there - you'll also pick up a new set of comp speakers, a couple of CDs, or maybe even a new plasma. That's why chains like Best Buy can sell new CDs for $10 while other places (shit bag FYE and Sam Goody) will rape you for $20. If they can get you in the store, there's more of a chance they can sell you something else!
Still, I was pissed when I saw that in the paper. I paid $50 through EA downloader, had it later than others that bought it retail, and experience more bugs due to that online install. Now that's a "loss" leader....