I think people need to keep 2 things in mind:
One, this is a B & M merchant, and if you think about it, not many B & M merchants are willing to sell, indefinitely, at about $5 (or more, if you watch used prices closely enough over time) less than new everywhere else. Walmart touts their "$59.96" prices on new games. Wow, 3 cents off....this is an actual physical store selling for $55 on a brand new game even after the game's been out for a couple weeks, and then later on down the road, maybe $10 or $15 less than MSRP new (again, if you watch used prices like I do)...that's big for a B & M store, in case you don't see it, this isn't a promotion, this is a theoretical drop in price indefinitely, MSRP prices would go away for them, it's not a sale you need to jump on before it ends in 7 days (assuming this gets implemented and sticks). Some games that came out maybe a year ago are still sitting new at Best buy for $59.99 or $49.99, and used for $27.99 at GS, and this would get you a new game for around half of what they were normally charging. Sure, Amazon and Newegg can regularly sell new with free shipping/maybe no tax, a brand new game for $8 less than BB, but they don't have the same overhead that BB has to cover. I find this impressive AND profound for a B & M store, even if some people don't. Not that I'd chose it over Amazon because I have ECA and it's pretty cheap even without that, but still...impressive, because you won't find many B & M stores willing to (if this implements across the nation) sell at all times, a game for $5 (or more) less than every other store front will. This is one of the biggest B & M game merchants in the US willing to indefinitely do away with MSRP prices, how is this no big deal?
Second, maybe some of you don't realize it, but you're comparing a price for $60 to a price for $55 and thinking it's apples and apples. A brand new sealed, perfectly scented, crisp game in all its glory, or one of those disgusting discs covered in 3 bodily fluids without a manual or any cover art. You are not comparing the same products. "Big deal, $5 savings" is misleading. New vs. old, it's more than $5 savings, you're getting something of a much higher quality for less (yes yes, GS guarantees it works, but it's nasty as hell, you want that residue all over the innards of your console?), and then even maybe a bit of an incentive is there for Gamer's Zone points if they combine it with that, so you buy 3 new games for $55, and you get $10 in reward points certs....not bad IMO. GS games are disgusting, and you're lucky if you can get a "like new" COMPLETE game from them when you're going through their inventory and cases in store. Though, I'll agree the EDGE card and coupons offset a lot of that, and I do occasionally shop at GS still, I just spend about 20 minutes cleaning my discs and manuals and cases (f-ing stickers they put on), a few dollars buying a new case because the one I got was destroyed, and it gets annoying. I'll take a brand new sealed copy for the same price in a heartbeat.
I think people aren't looking at this accurately and taking it at face value, but that's my opinion. Best Buy is competing more with other B & M stores, they would have a hard time taking on Amazon or Buy.com, so they're taking on some of their real competition across the street, and giving devs more money in the process (and to the one who said they don't care who gets their money, good way to move that much closer to shutting yet another dev studio down because you don't think where your money goes factors into the landscaping of this industry)...If Bobby Kotick had his way, we'd be paying that $92 like the UK is, so this is a good thing, if this ignites more sales, maybe d##ch bags like him will relax a little and stop running their mouth about low attach rates.
I know I rambled a lot, but I just read 9 pages of views, and thought I'd throw my 2 cents in. I think this is big, it's like BB putting MSRP's on hold to spark some business, and that's a big deal for a B & M.