I do agree that this is some kind of "damage control" following the announcement of next summer's blockouts. Like, "hey, a bunch of people are probably questioning their APs right now; let's give them a reason to love their APs!"
What's crazy is that in ADDITION to the APs themselves coming, they can also bring friends for 40% off - and since they have such limited days to do this, I imagine it could cause a significance change in attendance on those days.
On the flip side, with limited notice and a lot of people already thinking they're blocked out for the summer, maybe they won't hear about it, or won't hear in time to really make plans?
This is seriously one of the strangest moves I've ever seen by Disney.