My latest JAF circular has both the Accuquilt Go and the dies on sale--- what gives?

This pricing schedule was put in place to make it equal for the small shop to compete with the larger places like Joannes and Amazon that buy in large quantities and can take advantage of the larger discounts from AccuQuilt. A small shop cannot compete with the larger places and puts them at a real disadvantage to be able to sell their products. This is not new, have you looked at Bernina, they have prices set at certain levels and dealers cannot sell below that pricing, along with their after market parts which are only available at the dealers and are at set retail price. There are many other companies that do this very same thing.
The reason they are on sale is they are offering sale prices to the dealers so the dealers can pass along these prices for a set amount of time. I believe the sale lasts until the end of June.

At my local FAF two was ago I saw a few of the GO dies on a clearance table for $7.00 each...to bad I already had those.....but I did see some on line on sale..checked JAF sale price to sale price for same at accuquilt site and accuquilt is cheaper....how confusing this is getting

I'm late to the game, just now thinking about getting a GO - wish I'd done it before they stopped allowing discounting