We do coupons of different amounts, and varying allowances such as good on sale items and some are not. Vendors work very hard on the content they provide for you, and they shouldn't only sell at 50% off or be required to have a coupon that is 50% off. Coupons are done as a bonus or an occasional perk for buyers. Same for sales and other promotions. These are short lived and many buyers do buy at regular prices, and those buyers often appreciate and use these 40% off coupons. This one is being used many times.