GodofWine on 18 June 2009
Got it at lunch time today.
The guy working there was like, this must be a mistake, but he bought one too 
The website still says 39.99, but in store, the shelf said 9.98 clear as day, multiple reports of this being across all targets on the web.
PSN: TheGodofWine (Warhawk / R2 / MotorStorm PR)
AND
PSN: Skigazzi (for KZ2 and future games)
