What's up with Fry's marketing/advertising??

[Jp!]

I don't know how much variation is contained within the ads of Staples, Office Depot, Office Max, Wal-Mart, etc. But they, too, have you put in your zipcode and at least on the surface allow for a different ad for every single store/area.

The no price match between stores gets me. And it's not just Fry's. Remember the recent Best Buy brouhaha over B&M vs web and all?