It is almost bait and switch and I mean ALMOST with the way they do things. TRU lures in the unknowing who want this game and these people do not check for pricing at other stores. They see that ad with $10 gift card and think that all stores will be MSRP for a retail game on release day. With that thinking, they believe that they are actually ahead with this deal if they go to TRU. They do not even bother to see that TRU's own website lists it at $39.99 and comes with a free case. That case is given away for free through Capcom's store and GS with their pre-orders, so there is no difference there and just buyer's preference. However, online they do not offer the $10 gift card so it is get one or the other. This explains why these cases are being sold for $10 at TRU, while Best But has them at $5. It is to artificially mark up the value of the deal you get with TRU, which is basically no better online than any one of their competitors. Additionally, it is worse in store as you pay more out of pocket just to get back to MSRP with the GC. I can live with the fact that they don't want to do great deals on new releases with a lack of CE or free DLC, but to pretend that you are getting a deal when you are not is an insult to one's intelligence.
To have their people trained to say you are getting a deal and then admit to the fact that they basically are the ONLY company that will not price match their online store's pricing is ridiculous. In the rare times some people here have been able to get the match, they get no GC which is unacceptable. Now I know Target and Best Buy have a policy where you lose any additional discounts/promotions if they price match their competitors and I am fine with that as it is written in their agreement. TRU does not seem to have any guidance or policy in place however and it varies from one store to the next. This explains why they are doing worse than all other VG retail outlets as they are slower with the aggressive pricing (more often than not), do not offer pre-order incentives, do not price match competitors or their online store. I was able to get 4 PS3 Mayhem editions at $59.99 each yesterday at Best Buy just by showing them the price online from this past Sunday even though it shows $99.99 online now and $79.99 in store due to the fact that they said their prices usually stay the same from Sunday to Saturday so this was a mistake on their end. They gladly price adjusted and I would never have been able to do something of that magnitude with TRU as I couldn't even get RE at MSRP with the $10 GC.