What's the deal?

As far as I am aware Play.com has always had very keen pricing and regular price promotions. So when it sent me an email promoting its time-limited “credit crunching deals” I was dubious. How much cheaper can Play afford to sell its products? Secondly, how do these deals compare with other entertainment retailers? And thirdly, why is there a time limit on this promotion—surely Play could just have a different credit-crunching special offer each week if it wanted? The email failed to show me what exactly made this particular deal so special, so sorry Play, this time I hit eject.--MT