Save up to 73%! Really?

Sales like this DVD one at DeepDiscount, though not technically dishonest, bug me. What bugs me is how they can say 73% off of DVDs, which, as far as I can tell, have no definitive price. I know they have a list price, but DVDs are so often used as loss leaders at the big retailers that I don't think anyone really ever pays the list price. Like I said, this bugs me...not a lot. Just enough to bug you with it.