I don't want to sound ungrateful but for me as a shopper 10% does not get me excited to spend money. Now if I was buying a big ticket item $500 + well then maybe I could see it.
But hey 10% is still 10% off so some people may want to save a few dollars.
I hear you, but I just placed an order for $100 worth of grain and hops , got free shipping, and saved an extra 10 bucks in the process. Not a bad deal if you need to replenish your supply.