Just while we are discussing price matching (or price beating as Dans does), please be aware of the geographical restriction that, again by the "rules", they only do this for product available in competitors stores within a 10km radius of the Dans store where you present (unless it it an online offer).
This whole pricing thing is an extremely complicated thing, that in my experience involves a hell of a lot of work on Dan's part. Each day we may have to change many dozens of physical pricing labels in the store, as the "proactive" side of price-matching happens. Online, there are literally hundreds of price changes each day. And as most here would be aware, not all Dans stores have the same price for a particular product - a result, partially, of this game. Yet another angle is that sometimes a customer will find a cheaper price, and want us to beat it, but the price they show does not include delivery...... It is a nightmare
Overall though, I find the Dans ethos to always put the customer first - sorry if that sounds corny - I don't earn enough to spruik them - but they do IMHO really try to honour their price beat promise.