I agree that I don't beleive that getting Animated Voyager toys for an advertised Movie Voyager price is the right thing to do, which is why I didn't even try to price match it. My heart wouldn't be in it as I knew it wasn't a fair price match. However going to TRU and buying Movie Voyagers for the BIG W price is fair. The stores using the in stock/in store thing is pushing it, an advertised price should be enough.