Pre-launch pricing is never a real discount in Gurugram.

Is pre-launch pricing really a discount or just a marketing gimmick? I'm looking at a 3BHK upgrade from my 2BHK in DLF Phase 3. Pyramid Infratech has some projects, but I'm not sure if construction-linked plans are smarter than a lump sum for better negotiation. Does anyone have experience getting a better deal with early bookings? Or is it just better to wait for near completion for spot discounts? I'm trying to maximize ROI here, already have a home loan so want to be smart.