I do feel for some of the small gun shops / suppliers that have bought in end-of-line goods to beef up the years turnover. In some cases I suppose some of them have got goods in on sale/return. But, the suppliers would be reluctant to have goods returned when they too have increased stock held with the fair looming!
I've been sent some of the same emails too, shame none of it's any good to me- already bought some of it at full whack!
T