I don't blame them for that either.
I worked in a nicer Audio/Video store back in the early 90's. It was a chain, and our customer support policies were fucking awesome.
Of course folks tried to abuse it. Our biggest issue was a local "chain" with two stores. They'd literally walk into our store, buy a ACME X100 stereo, and then advertise it for 1/4 of MSRP, which would be something around half our cost. Now, if you walked into the store they would absolutely, positively NOT sell you the ACME X100 stereo. Period. We shopped them multiple times, and would just pony up cash and say "I want that". They'd try to cross sell, and wouldn't every say "nope", but they wouldn't relent. They'd go on for hours if that's what it took for you to give up. Apparently so they couldn't be caught for bait and switch.
Anyway, folks would see their ads with BULLSHIT pricing, and try to get us to price match. Nope - oh FUCK No. So at one point we had to stipulate we ONLY price matched for authorized dealers. Of course, they were not an authorized dealer. Becoming an auth dealer for higher lines isn't easy - as in these little schmucks couldn't get the lines we carried if they wanted to.