Around here (Los Angeles area) that's not "new" at all, Gamestop has been doing that since at least 2005 if not longer. If you walk in on Day 1 of a new release and try to buy a copy, their spiel goes like this: "You want a copy of _____? Sure, that just came in this morning. Did you pre-order? No? Oops, sorry. Can't sell it to you without a pre-order. We only got enough copies to cover our pre-orders. We might get more in a few days. You really should have pre-ordered. Next time don't forget to pre-order. Sorry! Buh-bye!" Sometimes they'll mention "We got a few extra copies, but they're gone." And then to add insult to injury, no matter which other retailers you call, NONE of them ever receive their shipments on Day 1. They seem to have their own spiel too: "Nope we don't have that game yet. Nope we don't know when we're getting it. Call back on Friday. Call back next week."
I don't like Gamestop, a lot of their policies are suspicious if not just outright sleazy. But I want my goddamn games on Day 1 so I always pre-order online from them. I fell right into their greedy clutches. And the real irony here is that I pre-order SMG2 online w/ overnight shipping, but I assume I'll have to wait for it until Monday. That's OK, I can probably milk Alan Wake til then. =P