Uh, the same way PS Audio does it- when you're the manufacturer and you control (and keep) all the margin and you set the "MSRP" at whatever number you can then there's ton's of built in margin to play with on trades/discounts etc.
How cam Morrow Audio keep offering 45%-65% discounts for trade-ups?
Not only that I get weekly emails about sales. Lately titled "Christmas in July".
I’ve done the trade-up a few times, but I’ve got to say, I can’t fathom how they can profit with discounts as huge as those.
Are they selling off used stuff as new?
Another thing, has anyone dissected a cable to see what's in it?