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I compared a few items and that gives you less of a discount than the Education store. (Just choose a school. You don't actually need to have attended.)

Am I missing something?

This is for employees of other companies to buy Apple gear with the corporate discount. Like a bonus scheme, but instead of gift vouchers you get an online store.

Though when I was at Apple, the student discount was more than the staff discount.

I compared the prices of iPad2 and the education store has 0% discount on that. Whereas the link mentioned by OP has a USD 10 discount.
I've found the best way to get a discount at the Apple store is to know/befriend a specialist there. They're more than happy to kick a discount your way(after all they aren't paid on commission) if they know you. The $100 off my MacBook pro is proof. Sure it's only an 8% discount, but it sure beats paying full retail. Especially when all I needed to do was ask "can you hook me up on this?" and he did, no problem.
Or befriend an apple employee and get their once a year 25% system discount. The $400 off my MacBook Pro is proof. Ohhhhh yeaaahhhhh!

Seriously though, I was very lucky that my Apple buddy didn't need a new system that year.