And company representatives will appear at the next SHM to get pictures of Fut with a $100 LaCosta special (sans the PBR) for use in an advertising campaign.
Seriously though, my guess is this is a discount as again they are an industry leader within their own sector and would thus be `disadvantaging their competitors` by stepping to the plate first. The good news is, ALL prices should be rising given the competition for early round berths --- that old supply/demand phenomenon.
Best