Honestly, $10 off isn't going to be enough for me to buy a $60 AAA game anyway. It would have to be $30 off at a minimum, and that's only for titles I really want to play. Otherwise, I absolutely refuse to go above $20 for any game, period. I have a big enough game library, with enough replayability, that I really don't miss not having the latest big name game at all.
But that's too get me to buy at launch. If a physical copy and a digital copy both have the same cost (including shipping for the physical, if applicable; I don't really go to game shops anymore), I'd get the physical copy. I mainly get digital because that criteria is rarely met.