There's not much that needs to be said. Pokémon X & Y will be $44 (each) at Big W on release (12th of October). Price is listed in the latest Big W catalogue "for a limited time".
Easily the best price for the 3DS's biggest title this year, especially for Australian stock. Next cheapest is Target's price of $49: http://www.ozbargain.com.au/node/116695
Ozgameshop has it for $53, JB has it for $54 and EB Games for $59.
Edit: The promotion lasts from October 10th - 16th.
man these price wars are crazy, they just keep getting cheaper and cheaper. it feels like gambling, waiting to see how low it will go before buying :S