I've pricematched at Circuit City for the past two years. The first time I tried to pricematch on BF, they tried to turn me away from customer service by saying that they weren't pricematching on BF. I then showed them their own BF ad that had their price match guarantee printed directly on the back of it and they still refused, so I started to lecture them on their bad business practices. Then they gave it to me.
Ever since then, I've had no problems pricematching. However, last year on BF, they said they'll price match everything but the early bird/doorbusters from competitors.