Stop playing pricing games!

I have an upcoming cruise on Ascent in October. I have booked all my packages and excursions, however I am still paying attention to pricing. It's amazing to watch Celebrity's questionable behavior regarding pricing.

I booked the Malaga Caves of Nerja excursion back in November. It was listed as $107.99pp
with 40% off, so $63.99pp.

Looking at the same tour today: Listed at $151.99 with 25% off so $113.99pp. It just feels scammy. (I've got a half dozen other examples as well.)

I like the onboard product, but why does the business feel the need to play these games?

Another one: They have gift CARDS and gift CERTIFICATES. Cards can be used for onboard purchases, certificates only apply to cruise fare. Why can't money just be money?