This is a really cool thing, I'm not a fan of digital copies personally, because I like having an actual game with a case and all, but I know there's plenty of people who do like digital copies so this will be great. Xbox never has anything like this, most of their digital downloads are of games that have been out for at least a year already.
I'm surprised folk would buy the digital copies at that price. I love it when they have a sale but its super rare for the digital copy to be cheaper than the physical. Some of the prices have been getting better, though. The HD collections were nicely priced.