$10 certs are regular $4, so that isn't much of a discount. 30% off of the discounted price or 72% off of the regular face value. I have never paid over $1 for a $10 certificate, most times were $0.80 or $0.40 given if it was an 80% or 90% off promo.

I don't see how they figure people are willing to buy more of something when they increase the pricing like this. Do they think they can compete better with the likes of Groupon and others by increasing their pricing to be more in line with theirs?