Reading around Kotaku, I stumbled upon this rumor article and was surprised to not find a thread here on it:
http://kotaku.com/5862094/eb-gamesga...tion?tag=rumor
Apparently EB Canada employees have now been instructed to merge their used/new games sections and remove clear indication of whether a game is "used" or "new" by having the same white stickers etc. They are now supposed to stack the used games on top of the new games to cover them as well. The sticker (presumably the one with the bar code and the price) still says NEW or USED.
If true (which apparently it is, at least for Canada) it seems like marketing psychology to get customers to buy more used games, which I believe GS has a higher profit margin on.
For most of us I guess it is kind of annoying but not really a huge deal. For the average customer (like the article points out) they may easily mistake the game for new, which becomes a problem with the growing amount of online codes etc.