I don't think it was an every game deal, but was generally all the big ones. I wonder if maybe it is because of the late date of order since the game ships in a couple days? Maybe they only give you that free if you've ordered within enough time for their early prep or something.
For what it's worth, I did get free release day shipping on recent purchases of Forza Horizon and two copies of NFS: Most Wanted. But I also preordered them quite a while ago.
It has to be the delay in ordering. I'm getting free release day shipping of Halo 4.