Wasn't wondering if it was good business sense, which it obviously is, or looking for a lesson in economics, just whether it is happening elsewhere, and opinions as to whether one or the other will eventually disappear.
Last examples were Tesco selling PS3 games at £16, Currys next door priced at £39.99. Asked Currys to price match and got them for £13.60 which equates to the difference plus 10%.
They were rude to me when I asked in Currys but it's their advertised policy and they're only games, so I won't need to return. (I had a bad experience returning an electrical item and wouldn't buy again)
Rudeness set aside, I wouldn't hesitate ask again for a price match if the opportunity came up.