DSH 80% off sale

Ok so my Blu-ray player packed it in so i thought, thats ok got 4 years out of it and there seems to be plenty of sales around at the moment.
OK i just want to buy a cheap Samsung BD-H4500, now i know there is massive sale currently on at dick smith with up to 80% off advertised prices so i check out their price which is $119 i believe there is a $20 discount if you spend over $100 so that brings it down to $99. I check out Good Guys $89 and Harvey Norman $89 before any haggling. It astonished me that DSH is still not cost effective in comparison to their competitors on a basic Samsung Blu Ray player Ive had a look on their website and i cant find these massive sales we are hearing about. Its tempting to try and bottom trawl them as they are down 80% from their highs. But Im still struggling to find these so called bargains they are claiming .