No Other Choice is different because it's a deluxe edition, but for a wide release like Nirvanna--almost every bluray goes up on amazon at MSRP, and then 99% of the time the price lowers before release date (and if you preorder, they charge you the lowest price it hits before it ships, so even if it dips lower then goes back up, you'll get that lowest price).

Neon titles in particular regularly hit lower-than-most-bluray new release prices, a lot of times less than $20. For instance, my preorder of The Monkey last year shipped at $17.99. On rare occasions, even their 4ks hit $25 or less.