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Can someone explain to me how "on special" deals work

Example, laptop - normally $995, on sale now for $499. Save $496
My understanding is that businesses never sell at a loss.
So, selling at $499, they still make money.
Extrapolating this, selling at $995 is purely making a whole lot of profit.
This example is offered by a long running business that will not be closing down anytime in the next few years. The business has a multi million dollar turn over. So they are not selling at cost to have short term bulk cash.
Is this what is called treating customers with contempt?
I notice supermarkets putting up the price of an item by 40% then the next week have the item at the price is was the previous week and claim that the customer is saving 40%.
A special that is not a special.
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No one in the business world will short himself.