Because they are trying to convince you that even though you bought the item already, if you want it by a certain date you'll have to pay the higher price IN STORE to get it by the date that you actually want it by... I purchased these items at 930am on Thursday.... they continued to sell them until later Friday afternoon ONLINE.... Bait-and-switch - From Wikipedia, the free encyclopedia Bait-and-switch is a form of fraud, most commonly used in retail sales but also applicable to other contexts. First, customers are "baited" by advertising for a product or service at a low price; second, the customers discover that the advertised good is not available and are "switched" to a costlier product. I just wanted to try to help others that may have received the same email as well, as the last day for the price match in store was yesterday... Don't know what else that you could call this.... Instore or Online.... they are still TARGET and I am still the consumer. Like I said, just trying to get the word out to anyone else that may have ended up in this situation. Granted it was only a 10.00 swap, and I would have paid either way, it was more about the principal of the whole ordeal. I do agree, that the manager was great in the way he accommodated me but he had to be, that was already their policy.... It was just that they cannot do it after 7 days. That was why I wanted to spread the word. Hope this explains why I posted... sorry if I offended any loyal Target shoppers... I will continue to shop IN STORE, just not online after this...