Completely agree with this part. It seems a little bonkers to me that I can walk into Argos and pick up a copy of a brand new game for cheaper than it would be on the PS Store.
I understand the game studio/developer/publisher etc. wanting to offset some of that storefront % cost but you would think that logically it should be cheaper over digital.
I typically find end up buying PS Store 'Credit' from an online retailer (i.e. 50 quid of PS Store 'cash' costs me 42.99) so it ends up being largely the same price as physical - but I don't think that should be the way to go about it.
It's got nothing to do with wanting to offset some of the storefront cost. It's just pure greed from publishers. They don't make games for people to enjoy, they make games to line the pockets of their shareholders.