I got an email about this and went to their website to find out more:
We will publish a number of exciting debuts over the course of 2014 and we’re confident that all of them are wonderful new talents that you should read. We’re so confident, in fact, that we’re prepared to put our money where our mouth is and make it possible for you to try these books for less than the price of a cup of coffee.
We have decided to reduce the price of the eBook editions of Gollancz debuts this year to £1.99 for the week of publication. What’s more, we’ll make this price available for pre-order as well, so, in effect, if you decide to purchase one of these books at any time up to a week after it’s been published, you’ll do so for less money than a Saturday newspaper.
The first book this affects is The Boy With the Porcelain Blade by Den Patrick.
Lucien de Fontein has grown up different. One of the mysterious and misshapen Orfano who appear around the Kingdom of Landfall, he is a talented fighter yet constantly lonely, tormented by his deformity, and well aware that he is a mere pawn in a political game. Ruled by an insane King and the venomous Majordomo, it is a world where corruption and decay are deeply rooted - but to a degree Lucien never dreams possible when he first discovers the plight of the 'insane' women kept in the haunting Sanatoria.
They've also listed all the debuts they have coming out this year that will be affected by this first week deal:
March 20: The Boy With The Porcelain Blade by Den Patrick
May 15: In Dark Service by Stephen Hunt
June 19: Barricade by Jon Wallace
July 17: The Seventh Miss Hatfield by Anna Caltabiano
August 14: The Incorruptibles by John Hornor Jacobs
Sept 18: The Relic Guild by Edward Cox
They also advise that you confirm the price as retailers may take a day to reflect the sale.