I tried my "are you on Twitter ? " comment on my wife and she didn't get it either , so I might as well explain it.
The point is that we could have a much faster up-date on the like/don't like status between Sandia and Golite via Twitter...

Golite recently decided to sell directly and not via retail shops anymore.
So the customer now can buy at a much reduced price .
I would think that the term "on sale" is just to highlight the currently lower price and generally it is an accepted term when the price of an item is lower than it used to be.
The new prices have been widely talked about in the various forums so I would expect that orders have also gone up , hence the out of stock situation.
Franco
BTW, I find it rather funny that there was a thread at another forum about how great it is to receive the goods after a 12 week wait , yet some other manufacturers get castigated for keeping their customers waiting 3 or 4 weeks...