Am I wrong?

Tough to see what part your order fell foul of their price-match terms then
I don't see anything in the price match garb to say they'll validate it... then its still subject to further validation again at the time of collection

That's my thoughts entirely. Think they just saw a chance to try and hike a price up. They had it by the til ready for me to collect, presume they thought they'd just hard sell it at till.
 
I have had exactly the same scenario with other retailers. The price match has to be in stock the moment you’re parting with your money or else there is no deal. I can’t say there’s much arguement against that, for me anyway.
 
What was the outcome of this Dave?

To his credit ELMOAG contacted the shop and had them agree to match, unfortunately in the time it took, they'd sold out!

So still keeping my eye open, but tbh, may well wait til end of season as i'm not so desperate for it that ill fork out new gear prices lol
 
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