The discount in this case is an incentive against the best possible type of recycling, which is precisely to let someone else reuse it as is. Of course, companies tend to hate the good kind of recycling because it limits their profits. Companies are not entitled to infinite growth, nor should we facilitate that sort of expectation, least we end up destroying our own habitat. Well, we probably will, considering the way things are going...
What is actually amazing is that a company would create such an incentive and then pretend to be the good guys, caring about recycling and so on. Even more amazing is that some people are convinced by such low-effort bullshit.