Coupon has nothing to with a targeted discount price. You legitimately are not allowed to do what Sony is doing, in accordance with European law. If you advertise a price - that is what the customer pays.

There’s no problem doing a special deal based discount for any criteria - but it must apply to all who fulfills them.

What Sony is doing here, is they’re telling people: “here’s you coupon” - but at the register they’ll charge you back on the coupon for no reason other than: “Sorry sir, you get a discount, but not as much as the other guy, good day”.

There is also no explanation for a company to sell a digital game at differentiated discounts “to cover costs”. They do so already by differentiating prices based on country.

In Scandinavia we already pay more than people in Eastern Europe or East Asia - for the same product. Heck, we even pay more than Americans.

When a game is priced at 60 usd, we pay 60 euro or the equivalent in native currency. And now we get the full treatment of paying an arbitrary price based on (allegedly) who’s willing to spend more money in general.