I usually only see them go up on the day of release, so this caught my eye.
Edit: So quick update. Best Buy didn't reserve my order, and my FS order was actually just canceled because they have no copies left and and don't know if they're receiving more. Luckily, I had a Best Buy order and they simply matched the price of the FS order which was $45 with tax. Seems like Xenoblade 3D is going to be quite the collector's item if Nintendo doesn't reprint it.
Have you tried going to an EB games? Also, maybe Nintendo wants to push Eshop sales with this one.