Maybe I'm being pessimistic but a 50% sale like this raises a red flag for me. Makes me wonder if something's up we don't know about. Hope I'm wrong. It might just be a ploy to get more boxes out into the market, and I could understand a 10-20% sale, but as Scott says, why undercut your retailers like that at 50%?
It's a one day deal with limited quantities per sale. That strikes me as more of a promotional event to get their name and service better known to the public rather than an attempt to sell a lot of units.