Should've sent it last November when the PS5 got a big discount. Those still on PS4 have been priced out of gaming.
Hence the desperate part. PS5 sales were down 50% even before the price hikes.
Closer to the game's release would work better, IMO. But I think most PS4 gamers won't upgrade if they haven't already, and GTA 6 might end up 'flopping' as a result.
The big discount was to clear stock for Christmas period. It sold well then. Now after the discount ended they need to have other incentives down the line to sell hardware in less busy periods hence the GTA6 push. The ripple after the discount ends was expected. You don't just push all your supply at once with everything you have to offer. If there is a big game that pushes sales you don't then offer a discount on top, you pace it with supply (though the opposite often happens on black friday).