Is there a point in going to Bicester Village?

Hello all.

I was visiting and purchased a few items. I then noticed a "pandora" store so I went in to purchase some studs, hoping to get a discount. When I asked about the Bicester Village membership 20% discount, the staff said it was only of the "red" prices (whatever they are) but they couldn't apply it to the item I was purchasing because they "can't undercut the high street stores".

If they can't undercut the high street stores, what is the point of it being in the "Designer Outlet" in "Bicester Village: Luxury outlet shopping"?