I did not realize that ELK was giving that out to anyone but dealers and installers. If a dealer or installer has this in stock they could lose a lot on the deal. Although I guess they could replace current stock with the sale priced.
Isn't the whole idea of the ecosystem manufacturer-->distributor-->dealer-->consumer? If ELK is cutting the price by $125, that should trickle through. Someone is going to get some extra money here, either the smart consumer buying for less(or demanding less if they know about the sale), or the dealer making more profit.
Very few products are direct from the manufacturer to the consumer. It is considered a sale when a manufacturer cuts the price, honest dealers will use it to generate more sales. A price reduction/sale means the goods are cheaper, and they are. Whether dealers will reduce their consumer prices is yet to be seen. At the very least you should be able to get it from your distributor at a reduced price.