The price for the 1st season BluRay for GoT was dropped to $35 at amazon right before release, so I don't know why so incredulous the 2nd season won't be the same. Amazon always pricematches other retailers like Best Buy, Walmart, Target etc.
It is in fact $34.99 for the Blu Ray at Wal Mart. It's not that hard to believe, it was the same for season 1 on release. Amazon will most likely match by release. They also had season 1 at that price.
Amazon will drop the price. I have seen this two prior times with the first Game of Thrones and True Blood. When it is first announced, the price is around $70-$80, then a little later it settles in at about $50. As it gets to in a few weeks of release, it will go to $35, then after a week after release it will settle around $45. This has been par for the course with HBO shows.
FYI: All HBO Blu-Rays typically release at $34.99 for the first week they are out before jumping back up to $49.99. Same way most DVD's/Blu-Rays start out on sale to get the first big wave of buyers on release week. So, this is standard, and it will most likely be $34.99 everywhere (Best Buy, Target, Wal-Mart, etc.)
I purchased the Wal-Mart set. They did a great job of getting the Dark Knight Trilogy to my door on the release date, and GoT shipped to me this morning (though I don't expect to get it until next week). Really hate to not give Amazon my business on this one, but $15 is a pretty big price difference.