Update 2: I have thoroughly exhausted all avenues for this promotion to no avail.
The only bright side is that after spending way too long dealing with this, my AT&T account is noted that should Apple TV become available at a physical AT&T store, I must be giving the sale price.
But as the device is no longer available through any of their channels, and doesn't seem likely to reutrn, it's a relatively meaningless gesture now.
It looks like this may have indeed been some type of clearance likely related to the failing DirecTV NOW (now AT&T TV NOW) service .. something many of us have been thinking.
As is customary with the excellent service from AT&T /s, this was not communicated properly throughout the sales channels, largely because AT&T doesn't really care.
That is to say that AT&T is in the early stages of a streaming war and have many fires to put out.
This could have been them literally 'dumping excess weight off the ship' and whoever was able to catch it...great.
If not, well too bad, the 'ship' has already moved on and there is no more gold to dump :-/
And make no mistake .. whatever your qualms, Apple TV or any Apple product at 50% off is like gold. A deal like this will cause pandemonium .. the only way to ignore that fact is to not care and AT&T, Does Not Care.
TLDR: It was a flash sale on very limited stock for those lucky enough to actually stand up and catch.
Update: Canceled ... I feel like I should be more upset, but this is AT&T 🤬