They're just trying to get some cash flowing in. It's standard business procedure. Practically give away what isn't selling and use the cash to build more of what is. If something isn't selling well, you aren't worried about replenishing your stock of it until it picks up again. Sure it isn't as much cash as it would be if it were msrp but you also have to realize a lot of product wouldn't move at very quickly at msrp.
Heck, I'm even considering buying a new Sierra at these prices.
