The new Kindle Paperwhite has the following blurb about Special Offers:
Special Offers & Sponsored Screensavers
You'll receive special offers and sponsored screensavers directly on your Kindle Paperwhite. Examples of past special offers include:
$10 for a $20 Amazon.com Gift Card
Save up to $500 on select HDTVs
$1 for a Kindle book, choose from thousands
Your offers display on your Kindle Paperwhite's screensaver and on the bottom of the home screen—they don't interrupt reading.
I'm hopeful that by Amazon including this wording on the sales page, there will be some "real" special offers on the new Kindles and not just local deals or sales available to all.