There is a neat way to handle the best of both worlds...
Unique discount referral codes. This would be the first thing entered on visiting, showing the reduced prices, or on the website, having a location to enter the code, revealing any discounts. (Links would do it automatically... linked users would be shown the discounted prices, while unlinked random visitors see the over-priced prices.)
A website would generate personal user codes. These codes would only work one time, and be identifiable as USER-X, being the generator of the code. The codes would be printable, or you could write them down. You would not photo-copy them, or only one person would get the actual discount. The rest would be upset that you gave them a code that does not work, and you wouldn't get the referral bonus, since it did not work.
Example codes would be like this... (This is a pure fictitious program-set, but perfect for example.)
You request ten codes, because you gave away your last ten. Your User ID is #007, and you have previously given away 10 codes.
R007-6X37A-11
R007-H61JP-12
R007-REQ33-13
R007-77WER-14
R007-9H34Z-15
...
(Referral ID) - (Unique generated hash) - (Coupon number)
Eg, you could not just plug-in an incremented number, or make-up a non-existing ID, as both are related to the unique hash generated, which is a known/acceptable coupon until it is not used. They only track the used coupon numbers, not the referral ID, or the hash value. Your referral number is assumed, as it never changes, and only generated ID's can exist, or have been used. (Thus, needing tracking as they are within the expire period.)
Note, this also works with banners and link generators. But that is a little more complex.
(Bare in mind, many places don't always care for listing a higher price that a competitive person may list as less, because they are not giving $X.xx or XX% mark-up away to a customer.)
EG, to give you $5.00, they have to raise the prices by $5.00, which just looks $5.00 more expensive to someone without a referral code. So, the guy selling for $5.00 less, looks like a better bargain. (If internet sales are slow, and referrals were the greatest income, this would be a great idea. However, many websites depend mostly on internet sales. So e-coupons are not that great, and the low number of referrals might not justify a mark-up which would harm e-sales.)
Remember, a majority of purchasers are people who nave never seen one, and are curious to be the first to try it...{Novelty} Your friends and family and neighbors and friends don't have that desire, since they would be the second person to try it... (I think they are waiting to see if you drop-off the map, before they take that risk. Otherwise they would have gotten it, if you didn't already have one.)