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One store always does this first, and then everyone matches it.
Target started it.
They're a bigbox store, hence, they're willing to trade profit on the games by getting people int the store and buying other things. Then everyone else copies them.
The gamestop version is buy 2 sony first party titles, get a third sony game free.
It's possible that Sony offered this deal, Target ballooned it to every title, and gamestop as usual is being a dick.