Well in the US the games sell at the RRP price, not lower, the only deals you get on release week are typical preorder deals, that's about it.
And I'm sorry but I really don't feel bad about forking 60$ for ME2 all DLC.
It's arguably one of the best game that will release on the PS3 in 2011. And if the price is too high, you can always get an XBox360 and get that version...........
PS : 5 pounds for games new is crazy, I don't get while the publisher even bother selling them at that price...