<< Man, I am peeved.  I just bought this at bestbuy just under a week ago for 50.00 - 20% off coupon in pcgamer.  Now I have to go back and price match and I lose out on the 20% coupon it looks like.  Here I was thinking that I was getting quite the deal, since everywhere had it for 49.99 and I was getting it for 39.99. >>
That's the case for almost every PC game out there.  I never buy them when they first come out, I usually wait a couple of weeks till a big retailer has it discounted.  Heck, I got Baldurs Gate 2:Throne of Bhaal for $5 at CompUSA, and have still yet to install it hehe.  The people that pay $50 are the ones that want it as soon as possible, for me, I can wait a while till its cheaper.  Heck, Jedi Knight 2 was out for 6 days before Best Buy started selling it for $34.99.  
--Ben