Tzoi:
When I worked at the Sony Store (and this was quite a few years ago now so I may be mistaken), I seem to remember most mornings we'd check the competitors sites / PriceSpy to see what the lowest price was on the tvs and change them on the displays to reflect those prices (as Sony would price match the major stores). Maybe they've extended that to their website so that it price matches too now? And that is why this seems a bit odd now? Still no real excuse I guess
Not sure the website would as usually it not supposed to directly challenge retail partners, It can however if it is in their retail stores so they don't need to price match.