In the retail world, discounts are usually extended because the response hasn't been quite as incredible as hoped for. The parallel here would be that sales of Genesis products in the past month haven't been quite as incredible as vendors had hoped for.

Or maybe this was always the plan, regardless how successfully it was working. After this extension perhaps a game-changing announcement that, due to incredible response, this stuff will be free for the foreseeable future, or marked down like 80% from previous prices.