The Big Sale con trick?

I couldn't help but laugh the other day when I went into Tesco. They're having their sale, it's called The Big Sale and it is by-lined with the little image over there to the right.

Now, correct me if I'm wrong here, but if your sale involves taking the VAT rise of 2.5% as a hit on your prices what you're actually doing is keeping your prices the same and saying that because you have not raised them it's a sale.

Hustle!