Thanks, OP! Just got one (probably the last?) at Westwood, CA. The wrong price blue flag thing was in front of NFL Head Coach, of all places, and there weren't any NHL 10's to be seen-- they had all been moved to an EA-themed endcap. I had to bring the cashier (and 2 trainees) over, and they pointed to the NHL 2K10 sale price, but when I showed them the game name and SKU didn't match, they overrode it... they took the flag, not sure what will happen to it, though-- the manager just sort of glanced at it but didn't take it when he came to do the approval. They were pretty nice about it, though-- inititally skeptical but the sku match shot all arguments down fast.
Very happy about this deal, though!
(and also confirming this is ONLY the Xbox 360 version, unless you have a VERY forgiving cashier, as there is only one SKU on the sign, for the 360 version)