I have never known it wasn't always discounted in some way, and I would be surprised to find any of my friends who use it know that it's also full price. I thought that was the entire point. There were already plenty of ways to get regular priced tickets.
But if they aren't they aren't. I guess it's like Trader Joes, they've done a good job at creating an impression that they're healthy while not actually having "healthy" be their goal or what they provide (though there are many health things there too).
