As already pointed out, Amazon has been doing this for most/all of their preorders lately. It seems to be their new thing. It's worth noting that Prime members still only get 20% off the original price (eg a $59.99 game is $47.99 after 20% Prime discount while the "non-Prime" price is $50.99). Which means this isn't a better deal than Best Buy GCU, but still nice if you're not subscribed to either.