I'm honestly not shocked that the ads are confusing/misleading- let's face it, people; Misleading ads are a way of life these days. I can get why people would say "save 47%" doesn't mean "save 47%":

1) they're confused
2) they're just plain stupid (sorry, but if you think about it, it's true)
3) they've been screwed over one too many times from sneaky ads
4) they're wary of any ads
5) they're simply well-informed (Charli)
6) they're paranoid

(oh, and by the way, thanks for the reply Edgar; you're the coolest lawyer I know)