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Really, retailers lure you in with incredibly cheap TVs, games that weren't selling, etc. The sales are legit. The thing is, they're trying to get you into the store and spending money. You may buy a copy of NSMB U for $20....but then you'll buy a controller for full price. You may come to buy one of the $99 HDTVs that they advertised but only had two in stock but you're not going to leave empty handed.

The increased customers in store equal increased sales on merchandise. Nobody loses. Hell, some retailers will offer $100 gift cards on consoles if it means you'll buy from them and not the other guy.