Price difference webshops

I don’t want to seem too rude, but I hope I can ask this question anyway (in the lion’s den): why is steinberg software often cheaper at webshops such as Thomann, than at Steinberg itself please. The only thing what comes in the box is a download code - wile the actual download itself is at Steinberg anyway?

It’s so you can get a deal, that’s all. They can charge what they want, I suppose.