Let me say this one more time, so thatI can be absolutely clear.
An authorized Sony retailer cannot advertise prices BELOW the minimum price Sony sets. Period. If there is a price advertised below this minimum, than it is either a price reduction masked as a sale, or it is a Sony-sponsored sale.
There is nothing stopping a retailer from selling a price below the minimum ... they just can't advertise it. If they DO advertise it, they can't use the Sony name or a picture of the product, which is where the "Famous Maker" adverts come from.
Argue with me all you want, but this is the way that it is. J&R is a great example ... they USED to advertise prices lower on the Net, and Sony changed their rules to include the Internet. Go to J&R's site now, and you find nothing but retail prices. Call them, and they'll dicker. Same with Supreme Video. You have to CALL to get a price reduction. Notice how they have the "More Info" flag on EVERY Sony item, telling you to call for updated prices? They don't want to charge you retail, and that's a subtle way for them to tell you that!
The moral of this story is: Don't buy a Sony AV product at retail. You'll get beaten, raped, and left for dead.