The Early Adopter Discount, active from today, is a scheme to help me launch new products, and an opportunity for you to get them for less, if you grab them soon enough. Think of it as a rolling, in-store, Kickstarter scheme.
The discount applies from the time a new product is listed, until the first batch is delivered. Qualifying products get a discount of 20%. You'll have to wait a little longer for delivery, but you'll be amongst the first to get the model, and I'll be able to expand my range.
This is an automatic discount, applied to qualifying products at checkout, so you don't have to remember a code to use it.