The market consists of demand and supply. Demand is partially based on past experiences.
How many people will buy the next DCS modules at full price, knowing they may be sold with a high discount (40-60%) just a few weeks later?
Moreover, since the number of modules being released in the next 18 months is (said to be) relatively high (for DCS norms), it'll become increasingly more difficult to sell modules at "full" price (~= 50$) anyway.