Power Pricing

My workmate's latest power bill is for $98.02. The bill says if he pays it on time, they will knock $21.52 off. I can think of no other bill that dramatically drops by almost a quarter if the customer pay it on the due date. I think they are plainly price-gouging if they can afford to give us a 22 per cent discount without going out of business. I would suggest them to drop the energy price by 22 per cent and charge reasonable late penalties?