Isn't this what brick and mortar retailers do all the time? The "save" amount is (in my experience) often based on an inflated list price, which makes it look

Isn't this what brick and mortar retailers do all the time? The "save" amount is (in my experience) often based on an inflated list price, which makes it look like you're "saving" more. Doing so is still dodgy - but what makes it different when Amazon does it vs anyone else?