I thought this was going to be a Lookout release.
Lookout also will only allow a 10% discount to be taken off MSRP. This could cause some larger issues if they stuck to their guns on this. It is also part of the reason it still hits the $81 dollar mark at CSI. They are not allowed to price it lower.
It is published by Lookout, but it was originally announced that Mayfair would be the US distributor. And now that Mayfair has bought Lookout Games...
The Mayfair/Lookout discount cap generally doesn't cover general discounts, just advertised prices of their specific titles. So if Barnes and Noble was to issue a 30% off discount coupon or something like that, it should be fine to use that on Mayfair/Lookout titles.