IronWolf
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I don't understand what the big deal is. It's 34% off. The Core Rulebook is 37% off. The Bestiaries, Ultimate Magic, Ultimate Combat, and GameMaster's Guide, are all also 34% off. Amazon doing discounts like that is nothing new... That's how I've bought my RPG books for years. I remember when 3E first came out, the books were $19.99, and I think I got them off Amazon for $13.99 or something like that. Long story short: Amazon usually has great deals.
Oh yeah - we all know Amazon has nice prices. I think in this case though, think about how much is in the Beginner Box - dice, flip mat, pawns, two full color heavily illustrated books and pre-gen character sheets that are also full color at a normal retail price of $35. That is a lot of stuff in one box for an already reasonable price. Paizo has to recoup developer, design and layout costs on top of that.
So when one slashes the price down 34% on what appears to have been an already pretty low price it grabs ones attention a little more than seeing the $40 and $50 rulebooks with similar discounts, simply because one would have expected the margins on the Beginner Box to be much slimmer than the rulebooks. (Pure speculation of course, I have no idea what the Paizo margins are)