The 31 has been around for a while, and was at the end of its product cycle. Doesn't make it a lesser camera.
If the 31 was what you needed then it should serve the same function. That said, bad timing always irks, at least on paper. I wasn't pleased that the 39s were all lumped together and turned into a commodity.
As to discounting the H4D/40 ... I'm not sure that'll happen, this time they set the price lower going in. But you never know what market conditions will dictate.
BTW, Hasslblad has always run special promos in past ... especially for existing customers. $% off lenses and stuff like that.