There's really not a good reason for their in-store price to be higher than their online price in 2019. Think of the price match as a coupon that you have/know

There's really not a good reason for their in-store price to be higher than their online price in 2019. Think of the price match as a coupon that you have/know about but others don't. The store is content to sell you the item at a discount (they likely still make money and they keep you coming to them) but they'd still prefer to sell to you at the higher price.