I already have/am not interesting in any of those GF sales, but I honestly have to ask: Why no pricematching GameFly?
Not speaking for Tony, just from my experience in various industries:
Speaking from my knowledge with both e-sale of digital products and physical products (both online and in a major retail chain) (including limited knowledge with video game publishers, extensive knowledge of other media), the answer is that it simply isn't that simple. You have deals with each publisher, and sales are generally either offered as a credit (in B&M settings this is often called a 'POS' Credit) or a straight up-front slash to the retail where both parties take less profit (for digital that is, this doesn't happen for B&M because the product is usually non-returnable outright owned by the retailer - although they may be required to meet MRSP standards to sell the product, Apple requires this as does Microsoft actually). Now in some industries discounts provided to retailers, must be provided to all retailers (this is why you often see the same game go on sale in multiple places across close time periods, that or it's a POS credit date range - in the movie industry it's often "$5 per copy sold between 1/1/13 and 1/20/13 up to seven days sales" type of deal) - but that's simple enough to get around with some smart negotiation and lawyering (must sell X copies, that no one else would ever be able to sell type of thing). Generally digital products are % of sales, with the price set explicitly by the vendor - as such you can't just change the retail and take less money - unless your contract says otherwise - you have to go to the vendor and say "hey man GF is fuxing my sales! pony up the cashhhh" to which they can reply with a multitude of other answers. Usually the retailer and the vendor cannot set day to day prices, otherwise it's collusion - sale prices however are not treated that way - it's another round of negotiations for each sale. Often better managed vendors will require proof of sales-lifts for certain deals before agreeing to help fund, or cut retail and take less profit. Etc. Anyways it's messy. It's not just changing a number in a database.
Vendor negotiations and pricing is an art and takes years to learn to do it properly, and largely slashing prices is not nearly as easy as everyone thinks - unless of course you out-right own the product and it is bought non-returnable - but really that's another animal and has it's own rules and issues.