Northern Brewer did not do any price matching 6 months ago when I aked them to match the price for a Perlick faucet. Not dropping the price $5 cost them just short of a $200 sale (which ended up being split between AHS and my LHBS). I even made sure that they knew the other items I was going to purchase when I asked about the price match, and they still would not do it.
Beer is like porn. You can buy it, but it's more fun to make your own.