Just as in the market place where bargaining is a inherent factor to the success of a business so is it online. The difference is that in the real world it is a two way street and is based on the calibre of the purchaser to woe the seller to give at discount rates whereas online it is totally dependent on the seller as to how much discount they are willing to provide on their services or merchandize.
The type of discounts that we are talking off here is in the range of 500 dollars when it comes to Hostgator. They give out free hostgator coupon that are encoded with specific discount offers available on many of the subscriptions and schemes.  When a service user comes to them to avail something, they can make use of these coupons and get great discounts just as they would in the real world through bargaining actively with the seller.