Square Enix is having a Blockbuster sale on Steam for the weekend. Games like Deus Ex: Mankind Divided are 80% off and Nier: Automata is 50% off. All the Final Fantasy games are half priced as well.
I'd say nothing odd at all about the timing of the sale, I'm sure the real intent is to get even more people thinking about the newest Final Fantasy just hitting the personal computer market. Quite a good sale at the moment!