That’s exactly right. And customers get used to wanting that sort of discount permanently.
When I saw those 60% off sales I either thought they were cleaning house to release a new line of products or were in trouble. It turned out to be the latter.
It did not help that last year they changed the website over from an informational website to a shopify shopping cart. All the info, reviews, sales pitch was dumped for product cart listings. An ecommerce site is fine for cheaper items, but I do not think it would work with expensive high end products like HFC had. I suspect it hurt sales in the end.

