Buying Direct BLT

We were interested in buying direct thru Disney and went to Disney World and stayed at several DVC properties to see which one we liked best for our home resort. My spouse and I both agreed that we wanted BLT to be our home resort. Disney told us it would be $275 a point direct. Obviously that was a hard pass and we are in the process of buying resale. Disney would not budge not even $1 on lowering the direct price. What is their thought process on this? Why wouldn't they want to be competitive with resale for BLT and at least sell for what the other resorts such as Riviera and Island tower are selling for now?