This appears somewhat different to the previous code that sparked a bit of a frenzy. With the First Responder code which I used last year after it was posted on BPL there was a clear note on the order, stating what the code was. That didn't happen this time.
The FR code applied a different discount to different goods, presumably based on their mark up. It did apply a discount to WM bags when it was first used, and this was about 30-35%. After Backcountry pulled the code and then reissued it, it no longer worked for WM (I know, I tried)
Now considering that the previous FR code was 30-35% off WM, prior to the financial crisis, why didn't it spark the same frenzy?
This time however backcountry have moved what? $200,000 to $300,000 of inventory in a week? In fact their whole WM inventory is gone, at about $180,000 at 40% off. There is NO WAY that this all slipped out without anyone noticing. In fact this order shipped out their door faster than they ever have before.
I'm betting that they also pushed a lot of MB and Marmot high end gear out the door. This is all on expensive, discretionary gear that might have spent another year on the shelf.
My bet is that it's a lot easier for backcountry to apologise to WM about all that gear going out on discount, than it is for them to ask position.
As to Ari's post about hurting families it's clear that someone's family got hurt here. The guy who owns backcountry.com. He just lost about $100,000 to $150,000. Or maybe he just saved his business. What about the families of WM employees? Well, they'd already sold all those bags, so they won't lose out. And now backcountry don't have any stock, so every time someone orders one those guys will get a new order. Or maybe backcountry will put in an order tomorrow of one of each model. Or maybe the customer will buy one from their local dealer, or one of the smaller on-line dealers like HH.
Of course if he's talking about all those guys who can't afford to take their wives out for dinner because they just bought a new bag, or the ones like me who haven't even told their wives, that's a whole different story! ;^)