Limited Edition Strategy Guide - 50% Off

I got this code with my swag bag from the Gearbox Community Day:

Code - BL2LE50

http://www.bradygames.com/store/product.aspx?isbn=0744014298

Pretty sure it's a general code that can be used many times, but is only good through the Brady Games website.

Edit - Right now they are selling the Guide for appx. $10 off the list price, which puts it around $24.  If you apply the code, takes the 50% off the list price which makes the guide appx. $17.