How many of you opt for online discount coupons while shopping?

I think that if a business is prepared to offer discount coupons for everything they sell, then they would be better off just selling the goods at the reduced price and without the need for a coupon. It is a bit like cheating to have an online business, then offer a discount coupon which will reduce the price. However if someone does not know about the discount coupons, then they pay a higher price. Personally I cannot see how shoppers would find them beneficial at all, except of course if the competition offers to accept the discount vouchers from any business.