Shopping with coupons is like a game.

Shopping with coupons is like a game. Merchants want your business, but don't want to give you too much of a discount. However, if you can find a coupon code for a product that you were planning to buy at the regular price without a coupon code, then using a coupon code and receiving the discount is "icing on the cake." When you buy the product you want, you get the "cake." So by playing the online coupon shopping game, savvy shoppers can have their cake (and icing) and eat it too.