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Price match - or price fixing?

I'm a bit peeved to say the least - I saw a great price (£150) on a website for a lawnmower I'd been eyeing for a while.
But I didn't know the site and was wary of the the customer service so went to another, family-run business website which said they'd price match. The family run site had had the mower on at £175 a couple of months ago and had bumped it up to £195 now.

A few hours later I get an email saying they'd contacted the site with the lower price and they'd subsequently upped their price. So the family-run site said the lowest they could now offer was £185.

Perhaps this is normal practice but I just thought I'd put this out as a cautionary tale for those considering trying to get deals on a price-match basis. It doesn't always work!
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