So Prime items are never on sale? Then why does the ad for the sale say "save up to 50% OFF Exnem's entire store!"? If the only 50% off is something that Prime members get anyway and no one else can get at all then why would you even mention that in the ad. It's just the unrelated status quo.

So I'm assuming that this actually was a 40% off sale for non Prime items (for normal members). While it had nothing special for Prime members who already get 50% off.

See, unlike what your post suggests, I am not questioning Prime (not here at least), I'm just completely confused by the way this sale is or rather was advertised. To the point where I am not even sure any more if there even was a sale going on or who it was for. I usually don't run into problems with that kind of stuff, even on another 3D site with notoriously confusing advertisement and sale mechanics.