<font face="Verdana, Arial, Helvetica, sans-serif" size="2"> If the newspaper prints an ad for $29 TVs, I drive to Joe's Electronics, Joe sells me one for $29 and helps me load it into my car, and I get home to find a message from Joe saying "Oops...it was really $299 - please come back and pay the difference", then it's his fault. I wasn't unethical buying the TV (even though it was obviously below cost), and Joe has no right to take it back from me.
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I don't think that last year's $23 fare was advertised. Ithink it was a computer glitch.