All I'm reading from this is that you're punishing your online customers because you have to contend to your retail operations.
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.
Yikes, why the aggression? Big Als is like the Newegg of the aquarium world: one stop shop with incredible prices and service. It's the first site I go to when I'm setting up a new tank. The information revealed in this thread is quite transparent and isn't something they had to take the time to reveal to their consumers. They are essentially giving you the instructions on how to get even better prices than they already have with a wink and a nod. That's something to be praised, not bashed.