This does seem counterproductive to sales and conversion... I can understand wanting to offer different prices to Prime customers, but wouldn't you want to up-s

This does seem counterproductive to sales and conversion... I can understand wanting to offer different prices to Prime customers, but wouldn't you want to up-sell them with a discount? Divergent on Blu-Ray - $17, or sign up for Prime and get it for $13 with FREE SHIPPING! How is this not a universally better offer?