I picked up the last copy for the GC at my local Best Buy last week, and I deliberately didn't use a GGC coupon, because I felt the game was fairly priced at $20.
I still felt strange paying the "normal" price for a recently released game, but wanted my purchasing power to say "hey, provide a solid game at a good price, and I'll buy it as soon as I get a chance, without any hassle".
I know that the publisher often sells to stores at a fixed value, and it's up to the stores to determine how much profit they want to make, so that my purchase price doesn't directly affect the publisher, but if Best Buy sees that they can make a good profit on BG&E, they'll be more likely to purchase more copies of a sequel in sufficient quantities to make everyone happy.
-merscwog