There is a difference between giving you the sale price where they still make a profit, and losing several hundred dollars.
+1. One thing is giving a voucher for a few pounds or dollars, when you're still going to buy the product or leave that money with the company, especially if it will be spent on a service, rather than a product. And letting someone buy something for half a grand less, than it's inteded to be sold is something completely different, because company loses money then. And they know that otherwise you wouldn't have ordered the product, if it wasn't 500 pounds less. So to them loyalty does not really matter in this case.