This is often times a directed marketing tool, used to reach specific customer groups. In effect, paying (via value provided) the consumer to purchase the pistol. Such schemes are seen annually, to clear factory inventory and generate sales. The timing and reasons vary, but are driven by the need to stimulate sales.
Lesser known is the "bounty" that certain manufacturers pay to store employees for each one of that companies pistols sold. The motivation is to get you to buy THAT pistol, as opposed to what might be best for that customer.
Springfield has some clever folks in their marketing department, although Springfield Inc.'s motto "The Oldest Name In American Firearms" while technically true, is misleading since the company has no connection whatsoever with the original Springfield Armory in Springfield Massachusetts.