What nobody is touching on here is that there are UPP/MAP restrictions on many items from different manufacturers. You'll see notice this in action when you se

What nobody is touching on here is that there are UPP/MAP restrictions on many items from different manufacturers. You'll see notice this in action when you see a price that's obfuscated behind some magical "add to cart" wall. Regardless of the PR value here (which is worth more than this stunt IMO) I'm going to bet there are going to be more than a few MFRs whipping out their contracts for some type of damages here based on those ULP/MAP guidelines. The cost here is going to be much more than the gross loss on the items individually.