Yeah, this was a day one purchase for me @ $50, although I still have not gotten around to it due to such a large back-log. Anyways, Amazon has been advertising the game at this price for what has seemed like months, already, and they never seem to budge. My thought: Either people are not purchasing any copies of the game or they're selling just enough to justify keeping it at this $40 price tag. If you're on the fence though, I say give it some time, as it will most likely fall even more.