You seen this at work? You get an email offering something or other. And then you get another one the next day saying something like "Sorry...I screwed up...I'm an idiot. The Blue Widget is available for $10 not the $100 I stupidly said it was yesterday (but feel free to pay $100 if you like). Right now I'm busy sending out a gazillion $90 refunds. So - sorry about that Chief. The correct price for the Blue Widget is $10 - not $100.
Now I'm gonna go fall on my sword."
I'm seeing this from a very high profile marketer that you know well. Not just once or twice either. Consistently. And I bet this little trick is at least doubling his conversions.