Okay, Im a grade 10 student (Grade 11 after holidays) and I don't know a thing about business studies, but my guesses are that they have been monitoring the popularity of Maya and have noticed that lots more people are beginning to buy it. Seeing this, they decide to boost their prices just a small bit, and add a "special" thing to make it look like a deal. when people see this they'll go, "Hey, look at this deal going on. Once in a lifetime offer, huh?". Thus, making more people buy, thinking it's a discount.
There; My professional view of things.
*Looks up at all the confusing junk he just wrote*
I don't know a thing about business studies
I rest my case.
Nobody felt like avenging your death. Sorry.