Sounds like the $15 Blackwell incident.
But this practice has long preceeded that event, particularly with small/medium restaurant and corner liquorshop owners going around mass price-matching for stock. Whether this is right or wrong, is just an individual's perspective. On one hand, you could say "greed" is ruining it for everyone as chain stores are forced enforce their terms, but on the other side, they see it as business and a hustle to reduce cost.
Like, if this Leeuwin was posted on the "beloved" OzB (props to
@DLR again), the same issue would occur, but instead with 10+ people asking for price matches per store. This isn't really greed perse, but rather FOMO mixed with mass exposure. And in my mind, the wine will be happier in my cellar than another person's.