It's pretty simple. The word "sale" means you can buy it. It does not mean "discount". Granted, due to the mental stunting of the general public, stores often (incorrectly) use the word sale instead of discount because most of the general public has issues understanding words with more than four letters. Every product in a store is for sale, but only some have a discount. Utopia is available for purchase. Which means it is now "on/for sale".