Fair enough.
Do you negotiate when you shop at ASDA, Tesco, Sainsburys? Do you negotiate when you order something online from Amazon or M&S? Do you negotiate when you fill up your car at BP? Do you negotiate with your taxi driver or when you're buying your train ticket? Do you negotiate with the person who delivers your food from Just Eat?
If you're not negotiating with them, is it because the aforementioned companies/outlets don't have a process in place for you to negotiate, because the products have a price tag or them, or because you don't want to negotiate with them for the particular products? They'll offer some discounts once in a while, but you'll not go out of your way to demand more, right? Have you phoned M&S to ask for an extra 20% off, just because? Have you told the clerk at the BP station that you want a discount after filling your car?
I know 'abuse' is a strong word, but the people who consider the Black Friday offer mentioned earlier a 'ripoff' or 'highway robbery' or other fancy words they can think of (comfortably ignoring the fact they are getting a lot for their money, they are not just throwing it down the drain or burning it), are the people who have spent hours on live chat, speaking to three different advisors. They are the people who have also phoned in 2-3 times, speaking to other advisors on top of the live chat advisors. They are people who have cancelled their account, knowing full well Sky have a process and a department in place which sometimes yields better discounts for cancelled accounts than the ones offered when an account is active. They are people who know how the system works, because they've done it before. They are people who will phone in to complain or dispute what they've agreed to 10 days earlier, hoping they'll get a little extra even if Sky can prove they were not misquoted. They are people who will phone in every month to see if Sky can knock an extra £1 off their bill. And I've seen all this from the inside.
If you don't like the word 'abuse', then I suppose you can say they know how to 'play' the system. They are savvy customers, but your average customer does not have the patience and cannot afford to waste their time doing the above until they are offered £48 instead of £60. The package that Sky are offering for £60 for Black Friday, costs £96 when at full price. Meaning that for Black Friday it's almost 40% off.
Tell me of any reputable company out there who will offer a flat 40% off for Black Friday to every customer who wants to take it and their website will not crash in a few minutes. Yet on OCUK, this is considered a 'ripoff'.