On the contrary, what they're doing is making you, the customer, do the legwork by researching other retailers for a lower price to pricematch with instead of offering you the best price to begin with.
This is a pretty common practice among bigger retailers. It seems to me they are already doing all that is cost effective to help you out. It sounds to me like you are complaining about getting the best price you can possibly get.
On another note, its nice to see Big Als on here. Its nice to have a one stop, one shipping price store. Hopefully they browse some of the threads here and realize that a TON of our equipment is lacking in these bigger retailers. They have never catered to planted tank folks well in the shortness of variety, whereas the salt folks have alot of options.