I was just there last night and there was a Verizon sales rep next to the iPad section who was saying that if you sign up for a Verizon data plan, you would get $100 off.
I don't use data so I opted for a wifi-only model, but she kept telling me to get the cellular one since they would be roughly the same price after the $100 discount!
EDIT: I went to the one in Pasadena, California, if that makes a difference. Not sure if this is only for specific locations...