Discounting is the most dangerous drug in business. While it provides an immediate dopamine hit of revenue, it often destroys the underlying health of the company.

If you have a 30% margin and give a 10% discount, you don't lose 10% of profit—you lose 33.3% of your profit. To make that back, you must sell 50% more volume just to stay even.

Once you discount, you set a new 'Mental Price' in the customer's mind. They no longer see your product as worth $100; they see it as a $90 product that you were 'overcharging' for. Reverting to the original price becomes a battle against perceived greed and creates immediate churn.