Whiskey Tango Fuck?

[yendi]

So, I can either buy two half-seasons of 30 Rock for $18.89 a pop (or $26.98, going by list price), or I can snag the complete Season 1, on the same release date, for $32.49 ($49.98 list)?

I mean, I understand shows breaking things up by season (no one should be forced to own season 5 of Babylon 5, after all), but by half-season? Why?