when I read the article, I thought, this "must" be where the 1st /early mover idea came from.
even though it's referring to (in this case) the first/early mover in litagation in as far as venue and preparation, since Roger Cook is talking about it as being important, it made sense to me that the first/early mover discount program was an extension of the 1st/early mover strategy Roger speaks of in the article cited under his name on the TT&C website.
Thanks
Deb