When the Armada core set was finally announced as for sale a month or so ago, I saw that Walmart online was offering it for around $60. Whether they ended up honoring those initial orders at that initial price I do not know. Here is what I do know.
That price took a dagger and stabbed it through the heart of every gaming store. For slightly more than the cost of one normally priced core set at the game store, you could have gotten two through Walmart. That is significant, and lasting. Everyone now has it in their mind that Walmart is a potential source of better- priced gaming materials. While they may not sell the latest Euro- games, for a big name like Star Wars or Magic, they can certainly take business away from local stores.
Fantasy Flight Games is not innocent in this, and let no one forget that. I find it beyond impossible that they would not know that one of their games was being sold through Walmart at nearly 40% off. And they allowed it, and quite probably pursued this sales channel. I can't say I blame them because this is just good business, but I am disappointed. In all this moral talk about supporting your local game store, don't forget that the game makers and distributors carry at least their fair share of responsibility. I want to support my local game stores, but I'm not made of money. If FFG will allow Walmart (or other large online retailers) to undercut prices that severely, they have the blood of tiny miniatures on their hands.