My guess is that Sony paid Wal-Mart something toward those gift cards (maybe $90). Also, I think that for the Blu-ray players there is a good chance the Blu-ray promotions group (of which Sony is part) was compensating Wal-Mart for gift cards for standalone players and may have been involved in paying something toward the gift cards for PS3s also. I know that when I bought PS3s (got some for friends) the Wal-Mart employees had to log the gift card numbers on a form where they were keeping track of them. I imagine copies of those forms will go to those who will be compensating Wal-Mart something toward those gift cards.
When Amazon, Best Buy, and other places were having 2-for-1 Blu-ray disc sales last Christmas they were being compensated for the "free" one (at least some of the time).
--Darin
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