Same as with any other products. Everything is on 'sale' all the time nowadays.
If I have to believe Amazon, new blu-rays cost $40, but they are so nice to offer a 40% discount on release. Case in point Monsters University, list price $48, day 1 38% discount, only $29.99! What a steal.
I guess to step inline with the general way of retail, (fake) discounts are a must. Discounts on release are simply to hide an early bird markup The real discounts (summer sales, humble bundles etc) still help though. Like you said many gamers end up with games they don't have time to play (certainly not fully) and would never have bought. More money for the industry, and a cheap way to sample different games. It's better for the industry then building and hosting free demos.
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