They are absolutely moving the starting price around to compensate for the discounting. I've been watching them closely for the past couple of months (looking to sell my Nikon DSLR gear and buy into the Fuji X system).
If you time it right there can be deals but you need to be educated with what prices have been before and what other places are offering (B&H, Adorama, etc.) I did pick up a LN- X100T for $797 during a flash sale on November 20th. It arrived with the box and if the box had been sealed, I would have believed it was brand new. New X100T's are going for $1099 with the current Fuji sale. I have not seen that god of a deal from them since. It pays to watch closely and be patient.