For what it's worth (nothing), I doubt it just dawned on Amazon that lowering prices leads to a decrease in profits. Much like I doubt that it would suddenly dawn on them that lowering prices leads to an increase in units sold. These are concepts that are basic to any low-level numbers person. Amazon isn't run by low-level numbers people. I always chuckle a bit when people make Amazon out to be some little fly-by-night. Do a little research and you'll see it's a 60,000+ person operation with some of the smartest from a range of industries. They've entirely revamped retail as we know it over the last 15 years. You think they just noticed that telling you of a discount leads to less profits?