Discounting?
The discounts offered seemed to be on Dick Smith branded stuff only.
Offspring number one needed a new smartphone for Christmas, DSE were $80 - $120 more expensive than the competition.
A wireless printer seemed like a good idea for the whole family, DSE were $20 - $120 more expensive than the opposition, depending on brand.
Half empty shelves, half hearted displays, (often lacking price labels), unmotivated staff, (although who could blame them), the place stinks of death.