Just found out about the price on Player One Podcast.
I wasn't whining about it, I was just shocked that Gamestop would accept pricing that would be equivalent to shooting themselves in the face. :lol
Fact is, Sony (or Microsoft) can't sell day-and-date digital delivery content for less than it costs in the store. They are Gamestop's bitch. If they try to sell it for less, it won't be sold in the store.