I just don't get it.

Ok so I was looking throuncgh the BooksaMillion magazine The BookPage which has book reviews and intrerviews with various arthors. It also shows different books and how much they cost (along with the BAM discounted prices). The thing that bugs me is just how different the savings are. One item was around seventeen dollars and the discount price was something along the lines of 13 dollars and some change.

Yet if you look at some of the mass produced paperbacks there is only something like a twenty cents difference between the cost price and the discount one. I don't get it why not just have a set price and be done with it? Honestly it would seriously make a lot of things easier for everyone I think in the long run.