I think what this means is the points per day can change but a standard week (Sun to Sat, most likely) will not change.
For example (this is not based on any actual resort) say one week at one resort will cost 155 points. Sun-Thurs cost 19 points per night and Fri and Sat cost 30 points per night. Well, DVC is noticing a huge increase in member weekday visits but the weekends are ghost-town.

Point change!

Now Sun-Thurs costs 21 points per night and Fri and Sat cost 25 points per night. Still adds up to 155 points for the whole week but it costs more to now stay during the cheaper weekdays. Hope this helps!
ETA: Weekly costs vary per season per type of unit. My post is regarding the same week from one year to the next.
That's not correct. If you compare 2010 & 2011, most of the weekly totals have changed. Some up, some down.
For example:
BWV, dream season standard studio:
2010: S-Th, 13 points, F-S 21 points, 107 weekly
2011: S-Th, 14 points, F-S 17 points, 104 weekly
BWV, dream season preferred studio:
2010: S-Th, 15 points, F-S 24 points, 123 weekly
2011: S-Th, 17 points, F-S 20 points, 125 weekly
BWV, premier season, standard studio:
2010: S-Th, 19 points, F-S 31 points, 157 weekly
2011: S-Th, 20 points, F-S 25 points, 150 weekly
BWV, premier season, preferred studio:
2010: S-Th, 22 points, F-S 35 points, 180 weekly
2011: S-Th, 26 points, F-S 29 points, 188 weekly
The odd thing is that standard view went down, which always seems to be more in demand.