Just made 2 separate order for 6 discs - the deals seems to have gone live at 10:00PM PST and I've been holding off on buying movies lately to take advantage of it (saw a copy of the upcoming ad about a week ago). Deal doesnt seem to have applied (although it says it will automatically - possibly because its not midnight yet?)
Prices werent too bad - between $16.99 and $22.99 per disc (before savings) with one $29.99 disc.
I just made a purchase for 4 discs on Amazon recently (first time) and did not receive the 10% discount, so that offer is no good to me (and likely anybody else who has not ordered 3 BD's previously).
The BB special is cross-platform so you can buy either HDDVD or Blu-Ray in any combination to take advantage of the sale. Being in-store is also great for those who are impatient (like me!)