This same item new at GameStop is $130 retail. As part of the Play Days promotion, Amazon has lowered this item to $85 new. Plus, you have to pay for tax at GameStop ($11.18 in CO). You get FREE super-saver shipping on Amazon.
I don't understand how GameStop can survive with Amazon around. It must be because of the used merchandise and PowerUp rewards. Although, most of the time you can get a new game on Amazon for the price of the same game used at GameStop.