ATZ Properties fixed price policy is a market anomaly.

ATZ Properties ka fixed price policy in Hebbal feels like a market anomaly. I was looking at a 3BHK there, but they were absolutely rigid on pricing, no spot discount even with full down payment. Is this the new normal for builders in North Bengaluru? I've seen better negotiation room in secondary market deals. What's your take on this no-price-drop strategy, does it work for them?