They're obviously looking out for themselves, but its' why they can afford to make good shit. When companies get in the habit of big discounts, people stop buying at anything approaching full price.
That mirrors my experience, but I do know that tasting it blind, a well regarded pinot given to me by Ken at canjam was the only wine my wife has ever liked
I'll see how the two bottles of relabelled boones farm treat me in the near future