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And while others have pointed out that GS will just lower trade ins values, they can only do that to a certain level before before they will lose business to other venues (ie, if they start offering $15 for an AAA level game that just came out two weeks ago, then people are going to find other venues (say, amazon) or just hold on them...a key motivator for trading in newer games (which other consumers want to buy) is their trade in value...and if they start to lose trade in business to competitors or people just holding on to games/doing trades with family, friends) that's a serious blow to their operations. Sure, some folks just want to dump their old games and don't care that much, but the really valuable segment, the heavy users, is pretty aware of trade in values...this is one reason why GS over the last year or so has shifted to lower overall trade in values but many more trade in promotions that reward multiple trade ins, reward specific game system games trade ins, trading in specific hot games, ect.
This price matching isn't necessarily a mortal threat to GS since anything that sells more new/current games likely benefits GS as well. GS does well because it gets dirt cheap trade ins and sells them for easily 100-125% more than they pay for them and does so in shops with relatively low labor and rent costs. While it isn't great news for GS, as long as Best Buy (or others) don't disrupt the number of trade in handed in to GS, GS shouldn't have any huge problems...they'll just somehow need to make due with merely 90-115% gross margins on used games.