Cone, you're confusing yourself between discount on a purchase...

Cone, you're confusing yourself between discount on a purchase versus profit on a sale. If the price is 10 cents and someone offers you a 30% discount tbe price is 7 cents. You are trying to say its 10 divided by 7 = 1.43 so its 43% discount. No its a 30% discount. But if you buy it for 7 cents and manage to sell it for 10 cents, you will make 43% profit.

Cosmo was stating discount and not profit they would make if they buy at current market prices and sell at 13. Irrespective of this, you can't ignore the options as they have a value, so the actual discount is even less.