No matter how much some things change, others just stay the same.
I really don't think it is always about the cost of the tires, some people feel they DO NOT need them. If you never get in an accident, why bother? So what they drive slow, get stuck and need a push one a month, they still got home. In their eyes, they don't want to spend the extra money.
Personally, I can't understand how people can cheap out on any tire they buy, summer or winter. Tires cost less than cable TV (currently around $600/year for basic cable) but when it comes to buying tires that would cost you about $200/year ($800 over 4 years) people think it is a lot of money.
As to the rebate, no way. I'm sick of giving rebates for luxury items.