They're tired of stores undercutting them. You have to remember Nike is not only a manufacturer but a retailer as well.
THIS... was going to bring that point up.
For example, when local spots received QSs most were selling them for regular prices... A lot of people received their pairs. Then other spots got their inventory late, in order to still move THOSE pairs, some spots sold them for discount or sale to attract more sales.
THEN NDC decided to put out QSs and they have probably just sat there because SB heads knew they were hitting discount at other spots. They don't want the local spots (especially ones who are "local" but really make most sales online) competing with them on their own product.
Also, I tell people all of the time, Nike as a company cares less about the "sales" and more about the brand.
They want their brand to look as if their product is top notch and doesn't need to be on sale for their merch to be moved.