I just bought a TV from an online vendor, Electronics Expo, through its storefront on Amazon.com. I bought it there because Amazon was out of stock, but EE's price was still $200+ better than even the Amazon price. I went to Best Buy before I made the purchase and told them I was ready to take the TV that day if they would give some kind of a discount. The manager wouldn't budge, and I went with the cheapest option. Well lo and behold, I check out BB's website today, and find the price is identical to the Amazon price before they sold out. It looks like BB is responding to more discerning buyers who are hunting out the best prices. It still depends on fleecing people who just walk in looking for something shiny, but they are feeling the pain of decreased marketshare. By the way, saved over $500 this way, why do it any differently when you save that much?