Did you notice the Gift Card had a QR code for $50 off?
Now most of the stuff I buy has a fairly obvious pricing structure, this seems very different where the MSRP and what you could pay are very fungible.
I bought some Skechers shoes from their on line store, with some sort of big introductory discount and same sort of thing, OK online you have a big choice in styles and widths and types but they sell them in Costco for not a lot if you are not bothered by that, bought some Golf Shoes and I was not that bothered about the style etc and found them for a lot less than the official store on closeout.
The actual cost of production must be pennies on the dollar.