Brick-and-mortar stores that match competitors’ prices generally don’t match prices from online merchants. They also won’t match the websites of their competitors down the street, or price-match their own websites. All of that is reasonable and well within their rights. But what happens in a paperless world, where the only evidence a customer has of that sale price is a circular delivered electronically? Reader Span_Wolf receives an electronic copy of the Best Buy circular every week. Getting a paper copy would require a trip to Best Buy or purchasing a Sunday newspaper. But this isn’t sufficient proof of the lower price for Target.