I don't think there has been a point in the companies existence where they haven't been running a "Sale". Every advert is "Sale ending soon" etc, but the so-called sale seems to run for years and years on end.
X10 was the same way. I dunno if they're still around, or even really care since they suck with royal gusto. Every one of their sales ended TONIGHT!. So, pretty much every day had the exact same sale. I think their website just had whatever code for that days date in place of the sale's end date so it was always changing. Lame.