FYI, and I'm not sure if it's universal however an EDLP IS a sale, in a manner of speaking.
Basically it's a promotion (a sale) that usually runs long term. I think (don't quote me on this and it probably differs by manufacturer) that 6 months may be somewhat the norm.
However this is usually run either at A) new customers or B) when there's significant competition in the category. That said Kingsford must be feeling pressure from the Lump brands...cause there's really no one else mainstream in briquettes.
Proud owner of:
22.5 OTS, 22.5 WSM, SJG (and soon to have the tamale pot mini-WSM conversion built)
Stealth gray Thermopen