What they're doing is giving all paid users 10 coupons that they can send to other folks who don't have a paid account, which gives them a discount of $10 on a year's subscription. So with one of these coupons you can get a year's LJ sub for $9.95 US(ap) or $15US(manual).
To which we go " ... " Gee thanks, LJ.
Not the cleverest or most heartfelt gift I've ever had from a business. However, I have these 10 coupons and if anyone was thinking of getting a paid account and wants a discount, make a comment and I'll send you one till they're gone.