Lucky For Some

Michael Hill Jeweller, East Gardens.  Note the blackboard sign: "It's your lucky day - ask for the manager's price".  So does this mean that if you didn't happen to see the sign, you would end up paying more ?  Why would you do this to your customers ? Why wouldn't you simply say - Managers' Special Pricing in-store ?  It just makes you feel like you could be ripped off even before going into the store.  Lucky for some, unlucky for others.  Perhaps a case of a retailer being too clever for their own good ?