Agree, we need to not worry too much about the discounts, its a tool...a function of their pricing strategy...it allows them to capture a larger client base...some buy it at list price because they're ignorant of the discounts available (they don't heavily advertise them that I know of except IRMA one), others won't pay that much and only buy at discounted price. They have to have a margin sufficient that they make money on a 50% discount as well so it about capturing a larger piece of the pie, and even on a day with a 50% discount my guess is only 30-40% of purchasers are actually utilizing the discount, so the discount may be effectively the same as if they automatically gave everyone a 20% discount, so not as bad as it may seem.
