I see these mega sales as times to check out the smaller titles, NOT the high profile ones. If that's all you're looking for, you're likely to be disappointed regardless of what time of year it is. Yeah it sucks that each new time a game is on sale isn't the new lowest price, but that happens with everything everywhere.
Personally, i picked up 10 games last night for $51, with that credit having been bought on sale, so the cost to me was ~$43. Sitting on the higher priced stuff til closer to the cutoff date to see if one of those 20% off cart codes shows up.