I think it is a strategy. You can buy anythign, as long as it is not on sale, so if they don't want it to be 40% off, they put it on sale. I just know that is the way it works and am glad for whatever discount I can get. I use as many coupons as I can, if don 't really "need" something right now I buy thread or grommets or some other item I know will come in handy latedr. My delemma is that if I do need something and don't have a coupon, and it is not on sale, I just HATE to pay full price!! I try to support my LQS, but use Joannes a LOT!