Gap Launches Confusing "Say Your Price" Best-Offer Coupon Site

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This is confusing, but interesting: the Gap has just launched a new site called Say Your Price where shoppers can make their best offers on new women's apparel styles—and, if the Gap agrees to an offer, customers can print out a coupon and go get the item at a steep discount at their closest Gap store.

Weird, no? Why doesn't the Gap just put stuff on sale like they've done for decades? Isn't this just an extra step to worry about in the Gap-shopping juggernaut?
· Say Your Price [Official Site]
· Gap introduces Gap My Price, A Puzzling New Name-Your-Own-Price Feature [The Frisky]