Is pre-launch pricing truly a discount?

Honestly, fed up of renting. Finally taking the plunge, eyeing a 2BHK in Bangalore. Looking at Bhartiya Urban near Residency Road. Is pre-launch pricing truly a discount, or just marketing? Do 'early-bird' offers hold actual value? Also, are PLC/floor-rise worth the extra cost for investor ROI, or just builder premiums? Need advice to maximise deal value.