That's interesting. The store was running a sale on Bourbon shoes only. I'm usually a little more educated about my purchases but being new to AE I'm still learning. From reading this forum, it doesn't seem like anyone pays full price. There are certain brands where only a fool pays the retail price. When you look at the other non-wrinkled boot the difference is striking. I'll review the other pictures again to see if they are going to crease anyway and therefore even out.
I wouldn't go as far and say only a "fool" pays msrp for ae, but it's very common to not pay full retail, whether for first or for second quality shoes. Ae just plays the mark up/ discount game.