That's $9.99, if you're a weirdo who cares about pennies. Note that this applies exclusively to copies bought through ArenaNet's storefront on Saturday and Sunday, and the deluxe edition of the game will also be discounted (to $15). Along with the sale, experience will doubled for all players over the weekend. The official announcement is here. There is a lot of this game, and ten bucks for what comes in the base package, disregarding free content updates for the "living world", is one of most price:play-efficient deals I've seen in video games.
All of this bombast coincides with ANet's main-stage PAX South panel during which - presumably - Guild Wars 2's first full expansion, Heart of Thorns, will be announced. More on that in this thread.
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