I just cashed in the 35%-off coupon the Pragmatic Programmers gave me to celebrate their fifth birthday. The coupons ranged from 10%-60% off, I guess you must have ordered quite a lot to get the 60% coupon :)
I think they are a model for how an online publishing company should operate. They offer quick access via their PDF approach, use a lot of feedback in the development of their books, offer book & PDF deals, don't use DRM (even on their video). Also their account management site that lets you see all your orders and generate new PDF's is very effective.
More power to them. I look forward to my 'Happy 10th Birthday' coupon and will be expecting it to be a good deal closer to 60%!