Madden NFL 10 $44 Wii/360/PS3 - Walmart YMMV

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I was at Walmart in Aliso Viejo, Orange County, CA today and saw Madden 10 for $43.96 for all systems.

Note this did not appear to be a Sale, Rollback, or other discount, this was EVERY tag on the Endcap (Cross-promo with Gillette?) and in the glass case, showing the $44 price on normal shelf sticker. Obviously I searched and didn't see anyone else post this first so big YMMV. I also checked MSRP which appears to be $59.99... I should have shot a pic, but I figured I would be last to the table with this, or that I was missing something obvious.

I almost bought one, but... Bah, I stopped playing Madden when NFL2K series was out on DC.
 
No go here in RI either!
What is Walmarts typical policy on a new product such as this, are prices universal, or would such a deal be only a local YMMV type of thing for some reason?
Basically, is there any chance that more Walmarts begin showing the same $44 price soon?
 
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