But does it really do this? All the removal of the coupon has done is remove the Lego Store from my radar.I agree with what others have said, I remember discussing with someone about why anyone would want to buy exclusives and hard to find from the Lego Store while many can find them cheaper elsewhere. I guess Lego finally realized that and this is the action they are taking.
Previous times I have gotten the coupon, I've gone to the Lego store the next day to purchase something big. Because the coupon was rare and had a short life, I wanted to use it on large sets and sets I couldn't get anywhere else. Last time it was the Palace Cinema. This past one was going to be either Orthanc or the Ewok Village. So far, I haven't bought either one.
Now, what's the rush? I don't even feel like I need to take advantage of this double VIP points period because there will be another one, and the sets I want aren't going to be retired before then.
I may not find it at a deep discount somewhere else, but I may have some other means. An Amazon gift certificate. A store that takes PayPal. My RED card, which is 5% now instead of later.
Or, I have every reason to wait for a genuine sale from the Lego store, like the B-Wing. Even if the discount is not as dramatic as that, it doesn't have to be huge to be better than 10% on my next purchase. I'm much better off waiting.
But Lego gets more of the money if I buy it from them, even with VIP points and a 10% coupon. And now I have no real incentive to give it to them.People are talking about how they are going to buy at other stores. This is fine, but if you buy lego at another store lego still gets their money.