I'll start by saying this is my first post here. Nice to be on board.
I think allwaysfishin is recounting the time I got a great deal at Berry's on a spey rod. I am a regular customer and the transaction cost the store about 35 bucks. The price was honoured because it was advertised on the net and confirmed by the person doing the web ads. Even though it was a mistake they honoured the advertised price and quickly made the appropriate change on the ad.
I guess the bottom line is because they realized I had made a trip there because of that ad they continue to make some profit each and every time I return. Can't say for sure but if they hadn't I may be spending my money elsewhere more often. Besides, they made some or all of that profit back when I bought a spey line.
How you're treated is the bottom line with customer/store relations. As to prices, you win some and you lose some.