While we were still just Falafel, I complained that you should have locally raised the issue (aka taken exception). In hindsight, you did.
And I totally understand why you posted there and not here.
Also, I can only assume that your job affects your perception of this situation. What is your job? That would have been a welcomed disclaimer.
Personally, as I've mentioned before, and will reinforce again, I have no empathy for Coles Myer or any of their corporate brethren. If they, or any of their kind, want bragging rights for the Lowest Price, Guaranteed, they can put their money where their mouth is... literally.
Golden Phoenix: Beautifully put!