Kogan is a simple story with a brutal marketing lesson. A discount campaign can be misleading if the price was lifted first so the advertised saving is not genuine. The risk sits in the customer's impression, not only in the arithmetic at checkout.
For ecommerce businesses, this is exactly the kind of issue that can slip between growth, merchandising and legal. Someone changes price files, someone launches urgency copy, someone sends the SMS. If the team has not checked the price history, the campaign can become an ACL problem.