One thing I don't get is the stores only match advertised prices? I mean, let's use a voyager. Standard RRP $38. It's that price at Big W, K-mart, where ever. I go to Target and it's on the shelf for $44, will they match it?

Technically it's not an advertised line, it's just always cheaper, so it doesn't go into a catalogue. It's just unhelpfully vague, no doubt purposefully so.