Amazon "doesn't", "can not" price match "coupon codes". It has to be a "price reduction". They also don't price match the "open box" that's on sale for $1.5k - whether it be new or not. That's according to the telephone rep - got the wrong rep me thinks.
Edit: Went ahead and tried an online rep instead. The rep took some time and price matched the "open box" for 1.5k.
In the end, Pauls TV got my money. They deserve it more. Amazon's peace of mind does have value - but that's about it.
Thanks for the tip Eric.