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A brief for Consumer Federation of America comments by Wal-Mart's founder 25 years ago that relaxation of the per se ban on minimum resale price maintenance would be a ‘great danger’ to Wal-Mart's then-relatively-nascent business. In-other-words, Wal-mart’s business model was structured around low price competition. Imagine if manufacturers set restraints – there may have never been a Wal-mart (which some may argue is a good or bad thing).
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Joe, the long and short of it is "whats in a name"?
Lets say I want to buy a 42" Viziio Flat Screen TV and they have them at Macys for $1,025.72 and at Walmart for $498.00 and both places are about 5 miles from you. In todays market I am not going to pay Macy's prices for the same thing at Walmart. This however is where it gets trickey. I am not going to pay Walmart the $498.00, I am going to go on line and get the ViZio 42" flat screen at the Walmart internet price of $320.00 from Walmart, so WalMart beats Walmart.
That is a material thing.
Lets say I am tired on a trip and there is a Hilton for $59.00 a Night and a Motel 6 for $59.00 a night. Most are thinking you gotta go Hilton. The Hilton was built in the 1970's in this case done very little upgrades so it has analog TV running off cable and charges an additional $20.00 a night for WiFi. The Motel 6 was just completed within the last year and a half, modern everything and has free WiFi. Now, am I going to pay Motel 6 the $59.00 for the room? No. Right in the lobby I am getting on my smart phone and registering for the Motel 6 on internet special for $42.00. Even though the price is there for the taking the clerk can't give me the $42.00 price, I have to work for it.
My point being is many times there is money left all over the ground. It becomes a persons choice if they are going to stop and pick it up or blindly walk over it.
I am glad there is a Macys and a Walmart. If I buy the Vizio TV for $320.00 I can shoot over to Macys and buy something cheap and big, put the TV in the Macys bag and give it to a friend as a gift.
We live in a smoke and mirrors world.