I remember I bought a La-Z-Boy recliner from a La-Z-Boy dealer and they offered a price guarantee, beat any competitor by 10%. At the time I lived in a big city, we had several dealers. I showed them an ad from another La-Z-Boy that was lower price, not only would they not beat it by 10%, they wouldn't even match the price. When I asked why, they said it was "out of their zone". The other store was freaking 10 miles away, I asked what was their "zone" and of course they couldn't answer that.