Here in the UK games are never really more than ?40 for a standard edition. Sometimes GAME will try and price games at ?45-?50 but nobody buys it because you can get it for ?40 or less pretty much anywhere, online or in shops.
Remember the Modern Warfare 2 release where Activision set a RRP of ?60? Nobody charged more than ?40, I think I picked up a new copy in Game for ?40 a few days later.
Yep. But that's all at the retailer end. The publisher/developer aren't setting the shelf price: only the wholesale.