Your exception seems to validate that the program could be very successful for them financially. People like me only shop there because of GCU. People like you paid for GCU and may not even get your money's worth out of it. Seems like win/win for Best Buy.
Obviously, it's not nearly that simple, but interesting, nonetheless.
True but I will spend the remaining $30, as I now have those gift cards. This year on BF, they had some of the better gaming deals for pretty much anything gaming that's not a 3DS (Target was the best for all of those $15 games, with Walmart following with their $150 3DS XL with NSMB 2 digital). If I combine GCU with their other deals for BF either in 2015 or 2016, I will recoup all of this money and then some. They will not be making much, if any, money off me. But that's always my goal =)
I'm guessing that they will still make money off of this. Many people still make impulse buys (for things like the ridiculously priced snacks by the registers). Also, many people won't go to multiple stores to get what they need (or it isn't worth it if their stores are far apart), so they'll just buy everything they need in one store. Getting people into the store is the biggest hurdle, so this accomplishes that.
There will also be many people who willsign up for this and either don't use it or mostly use it for MSRP stuff (thinking they're getting a game for the "amazing' price of $48, only to realize it needs several GBs of updates in addition to needing several $15 DLC purchases to continue using the game, e.g. Destiny).
I think there are enough dumb/lazy people or those unlucky enough to have multiple stores close by them people out there for BB to make money off of this, even at $30.