bicker, I think you have hit the nail on the head, it would seem that most of the discounts (40%, bounce back, UK) have all been to targeted groups and not to the GP.
From a business perspective, they dont want to 'devalue' their normal offerings to the general public with too many give aways and deals or they will no longer be willing to pay full price.
Tough balance to maintain, even tougher to wean those off who wont purchase without an incentive.