They've tried something a bit different and got some positive results. Thistle tickets especially have been selling like hot cakes.
If Tesco had an offer on for half price jaffa cakes - you've missed that offer, and have to pay full price, who's fault is it? Not everyone has money, that's a given, but you can't blame a company for pricing a product how they see fit. If you book a holiday early, it's usually cheaper - unless you get a last minute deal. If you're buying something and don't get the best deal due to your own timing of purchase, it's no ones fault but your own.