Call of Duty: Advanced Warfare received a $20 discount across a lot of retailers which doesn't usually happen. In the past, it was always a $10 discount down from $59.99 to $49.99.
Assassin's Creed: Unity received are $30 discount. I used to wait until this time to pick up an AC game because 3 years ago a $30 discount meant it was going from $59.99 to $29.99.
And last year's Call of Duty: Ghost can be picked up for $10. It's worth noting that this never happened before. You couldn't find a Call of Duty title for less than $30 before Ghosts. I believe that speaks to the quality of the game though.
The new $69.99 MSRP is skewing things. We're receiving sizeable discounts but the $10 increase from earlier this softened the discounts.