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I don't understand why this is 'the wrong way to do it' as they say in the article.

It just works: People think they found a bargain, and those people who really wanted one will buy one.
Just like the current Amazon deal, we had the same kind of deals here in the Netherlands at some retailers and webshops. ( 348 Euro with LBP )

Nothing wrong with it really, it's the price at the counter that counts: not some official price-point set by some management or PR-guy.