People like saving money on big or small purchases, it's as simple as that. It's like some individuals have to find something to make them "better" than everyone else who cares about $20. This is no different than using the Cartwheel app to save some money here and there when I shop at Target.
$20 gets me a steelbook for my collection, a ticket to an IMAX movie, two to three Pops, the occasional NECA figure, or nearly a tank of gas. If I can repurpose my disposable income to go further and deliver more fun, there's nothing entitled about that, that's just managing my funds to the max. I like to think beyond the single purchase.
Are folks wrong when they say I wouldn't have bought what I have without a code? Most I probably still would've; then again my first HT was because I had free shipping and could grab a coupon, so there's food for thought.
As it stands though, I'll personally be moving to BBTS or Alter Ego if SS doesn't fiddle with their promo stuff, or at the very least explain some of their plans, it would be nice to have an idea of what is going on in that department. Business is about remaining competitive and SS won't be anymore. My biggest gripe isn't the coupon, it's the increased shipping prices. For $20, one should at least have a figure packed in a box to protect it. If I wanted a packed out First Order Tie Pilot (yes, yes, I know there are deals on it right now) prior to this week, it would have been $30 and it still would take almost two weeks to arrive, and I'm only halfway across the US. That's for a figure that is about as light weight as it gets these days. $30 gets me OVERNIGHT shipping from THE UK from Big Chief. I got my Gandalf direct from Asmus for free in a shorter time than I've ever gotten an SS package. $18 brings an average figure from Popcultcha in Australia in a box that could withstand nuclear fallout. I'm noting these examples objectively as evidence to show what I mean, not to complain about shipping time. We all wait long enough to get figures, shipping that takes a month or a day is negligible.
I feel awful for you Cali guys who pay taxes on top of SS shipping now.
If one buys from BBTS, they pay the same retail retail but don't have to pay a dollar up front for pre-orders, get a packed out box for less than $10, and it shows up quicker. "But DioramaMaker," you say, "what about those glorious, scuff-your-knees-in-thanks rewards points?!" To that I simply say you save that in shipping cost at other locations. I'd rather get that ~$10 savings in a usable form rather than locked into an account for a future purchase.
Anyhow. SS seems to be giving more specific discounts at an increased frequency, so that is perhaps where they're headed with this. I do like the broad $30 Trooper style discount that has been a bit more common. That is if they've abandoned the classic coupons entirely, which we still don't know for sure! Perhaps they'll move into more frequent bonus rewards or do codes that expire quicker.