I'm sure it's online only. I called my local B&M EB about several of the games that tend to bounce back and forth (Zelda: Four Swords, Metroid Prime 2, and Guilty Gear Isuka before I finally bought it). The price in-store was always the higher price.
BTW, Deception is back up at $29.99. I'll watch it to see if it goes back down to $9.99; I'll for sure snag one if/when it does...