Why is it that companies offer better discounts to new customers than existing customers?

Also, a discussion of discounts from other authors and a discount I tried with the Functional Kickstart book.

Here's a link to A Functional Programming Kickstart: https://editorscut.com/Books/FunctionalKickstart/bookPage.html

The music in the episode is "Two Gentlemen" by KidDiv downloaded from youtube.com/audiollibrary. No attribution required.