I got knocked back on Price Match for an identical item because the lower priced item included a longer warranty
The guy spent ages trawling thru the advertised item's fine print looking for something of difference to their own product so he could reject my query. When he pointed that out, I had to explain that that made it even more of a reason to match the price as he was offering only a 1 year warranty compared to the cheaper item's 2 year warranty.
He didn't seem to understand