Here in Europe they're forced to show the lowest price of the last 30 days and I was looking at some games in GoG and for several interesting games their Black Friday "discounted" price is €15 whilst the lowest price in the last 30 days is €10.
So the Black Friday "discount" is in fact 50% more expensive than the previous time that game had a "discount" which happenned not even that long ago.
That's regionally specific then, because they sure as hell don't do that where i live (EU member). They have to compare with non-sale price within a month or something, so it's complete bullshit here because they artificially inflate prices prior to black Friday "sales".
Actually I just checked GoG without going through a VPN (from work) and I see the same "Lowest price in the last 30 days before discount" information, so maybe GoG just does it for all of Europe or maybe even always.
In other words, I don't think is going via na IP in that specific country that's doing it.