This entire move was basic a clearance sell... emptying the warehouses to make way for the new inventory. (I'm not really complaining about THAT... it makes sense)...
I don't think they were as 'clear' as they should have been regarding the conflict Luke was suffering.. it came off similar to your take... even though I think that's misleading and not accurate. But that he would been perceived in that way by the audience I fully understand.
