They just seem to pluck a price out of thin air then "discount" it by a substantial percentage in order to convince the unwary that they are getting a better deal than they really are. Rather like no-one ever actually pays list price for a Vauxhall or Ford car, no-one really pays RRP for a bike at
Halfords either. The supermarkets play exactly the same game by artificially inflating the prices of certain goods in certain stores for a short period before putting them on "special offer". You have to use your common sense at the end of the day to decide if what you are offered is a lot of bang for your buck, the raw numbers mean nothing, VFM means everything.