It's not the same. The price in Beverly Hills is the same no matter who you are. Everyone sees the same price. The coupons are available to everyone and offer the same discount to everyone. The sale is marked for all to see.
Imagine if there was no point at all in getting advice from a friend, acquaintance, or coworker about where the find the best price on X because the price will be different for you anyway. Also no point in shopping for the best price because by the time you've checked prices at 3 or 4 places, they will all be different when you click to buy.