The "Hot Price" and "Great Value" and similar claims are not limited to TRU, but as DD alluded to, they're sneaky marketing ploys designed to fool the less savvy customer. They appeal to the desire to get a bargain while avoiding actually offering one.

I'm not going to point to TRU because this tactic is far too common - Coles, Woolworths, Dick Smith Electronics all do it (and likely many others I haven't noticed), but I find it an abhorent practice.