Why are discounts for bundles so incredibly low?

And why is almost all the discount from bundles funneled onto the actual champion and not the skin? There are multiple "bundles" right now with zero % discounts. Isn't the entire purpose of a bundle to get a discount? What purpose does it serve to buy a skin and all the chromas at full price?

What's even more frustrating is how you place almost all of the discount onto the champion(s) themselves and almost none on the skin. For example, right now there is a "Nightbringer Aphelios Border Set" with a discount of 17%. However, if you already own Aphelios, the discount goes to ZERO %. Oh you had the BE to buy the champ? No discount for you. I'm using this as an example but practically every single bundle is like this. If you already own the champ(s), you will regularly see the "discount" drop to 2-3%, if anything at all.

I do not understand why you would set your system up to specifically shaft people who actually play the champ or older players who have extra BE to spend. The way you have it rigged actively punishes the people who probably want it the most and you know it. It's done on purpose like this because they know the champion mains (who are obviously already going to own the champ) are more likely to just buy the skin regardless and they can milk them for full price.

I know there's nothing I can do about this and nothing will change but it feels really bad that Riot set up their shop in such a manner to actively punish mains and older players who have supported the game over the years. There is no way this was an accident or oversight. It was a 100% calculated decision. Feels bad when a Dev actively targets and punishes you for supporting them over the years. In Riot's case, again.