So Gamestop pays for the exclusives in hopes that people will buy from them and nobody else. That's understandable. But if, like leo-j says, they're the largest gaming store, then they shouldn't have to convince people to shop there instead of Target or Best Buy. They should be synonymous with gaming. I just don't see why a WWE game would need to partner with Gamestop since it's going to sell regardless. I don't see how helping the person who's gutting your sales benefits a game company.
The only thing I can see, based on what's been posted so far is that they're hoping to sell huge numbers in pre-orders before the gamers get to buy them used. It doesn't work, though. I bought Halo 3 on day 1, used.