Unfortunately in Wisconsin they are very strict on pricing and constantly watch large companies like Wal-Mart because the Wisconsin's Unfair Sales Act( Wis. Stat. Ann. § 100.30) was put into effect to help the Small Businesses(look it up on the internet and you will see lots of recent things about gas but it also deals with other merchandise). The current Wisconsin law discourages competitive pricing. Over the past few years they have tried to ammend and/or remove this law from the books which has been on the books in some way shape or form since the 1930's but unfortunately it has never happened. However the Act permits a handful of exceptions, including ones for clearance sales and meeting the competition. I only know a lot about this becaust I just had to study it for my economics class about 2 weeks ago. Stuck in the middle of WI Kypdr