Remember that the prices on their website are retail...they do a lot of their business wholesale so a lot of the revenue numbers incorporate these big discounts and if they can offer say a 40% discount and still be at or above the wholesale price why would they not to drive up volume and profit? Retail price is high in my opinion, so discounts a normal marketing tool to give the impression of a "good deal" and drive sales. I buy but only at 50% discount price.
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