Here's what I don't get. My wife and I are on a few expensive medications, which are covered by our prescription plan. My Humira, normally $1300/shot, twice a month, is down to $250 for a 3-month supply.
Most of the drug companies offer either discount cards or assistance programs for prescribed drugs. My Humira came down to $5 every 3 months that way. My wife gets discount cards from Lunesta ($70/prescription), Pristiq ($25/prescription) and a couple others that I can't remember.
If you're on any sort of medication, with or without coverage, I'd suggest either asking the physician, pharmacy, or the manufacturer for a discount.
Which gets to my point - why offer the discount, instead of simply adjusting the price?