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I think its just heavy promotion, the game has a lot of competitors this year with Borderlands and MW2 so they are pretty much trying to get a solid base cause I know for someone like me, I would only have money for one of these games and considering most of these games now need multiple copies for friends to play as well, we all have to choice one and go with it ... and being cheaper than the rest works in their favour ...
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"Everything's Coming up Milhouse!"
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