I agree, the album should be discounted on GRAMMYs night. $9.99 is still more expensive than some albums, it'd do wonders for the post-GRAMMYs sales boost.
I remember when Mumford & Sons won Album of the Year for "Babel" in 2013, they slashed the price to $6.99 and sent out an e-mail blast via iTunes. As a result, they returned to #1 with over 180k sold.
But knowing Columbia, we shouldn't expect much.