I agree with you.
The thing is that Samsung has a sort of implied, wink, wink, to repeat Samsung buyers. We have been conditioned to get a great deal when we upgrade through Samsung. Take that away and the incentive to get a new phone is a LOT less when you have a year or two old Samsung. It feels like throwing your money away this year.
Also it seriously makes Apple more competitive when the pricing advantage of Android drops off.
The only real upgrade is the camera on the ultra only and the processor. Ram is the same. So I think that is a bit of a hard sell. The processor is a lot better this year but unless you have a regular s22 battery life and performance is still good enough.
It kind of boggles the mind when Samsung didn't sell the s series as much as they wanted last year and instead of incentive their loyal customers they kind of decided to give them a crappy deal?
I don't know but if I were Samsung I would take a hit on profits on pre orders at least to sell as many units as I could and get word of mouth and hype going for their phones. This would boost their sales.
What they have done instead seems like a recipe for failure? But I am no marketing expert so it is just my opinion.