Gamestop needs the systems as well. Honestly, I think it's about these companies being a bit greedy. If they simply came together and said "this is how it is going to be", Gamestop would have to accept it or face irrelevance. It's going to happen eventually as digital games grow in importance, so they can either accept the trend or lose out in the end.
But they won't do that because they want to make that extra money, consumers be damned.
Gamestop would have to accept it, without question. The problem is whether or not you end up squeezing so hard that you kill them. Here in Ireland we lost almost all of our dedicated games retailers over the last 5 years. There's used to be 10 or so near me (Dublin City), now there's two. Supermarkets have NOT stepped into the breach.
There's a very real chance these things could all die off if digital takes over, and if games are 10 bucks cheaper ditigally, then digital will take over incredibly quickly. Can't afford to deal the killing blow to retail.