Because Sweetwater would usually keep their price at $2399 like the other websites have it listed right now (Guitar Center, Musicians Friend, AMC, etc).
If you can negotiate a $500 discount on a $2400 guitar, maybe you can negotiate a further discount on a guitar that's listed at $1900?
There is a used Walnut J 45 on Reverb right now listed for the same price.
Also, I bet some people never tried to negotiate a discount on any new guitar. Ever.