Mark,
You can indeed set a discount price for the collection.
The difference in FP's collection is that you can embed it in your own website, showing as a table. As far as I know, no other site lets you do that - all you get from them is a link that you can put in your website.
I think it is much more effective if the buyer sees all the thumbs, and if he gets interested he will click on the image and is directed to FP. A mere "click here to see my Valentine's images" is not attractive, or you would have to make your own table in your website with the thumbs. FP's solution is much more practical, and if you add images to that collection your website's page will reflect it.
Regards,
Adelaide