Well times have changed with Windows 7, and Apple already has stellar sales this year - Mac sales up 7% over last year- and that doesn't include the huge iPhone profits. They could offer more and reap a higher profit later from all the PC converts.
Apple does have a history of looking that the "long run" and not the short turn profit.
Not saying it's true, but who knows. I think $50 off a $1200 iMac is pretty slim savings.
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