HBC was found guilty of the same thing in the 90's. I worked there at the time. Pot sets were often $500 regular price, and every week one of them was "on sale" for 50% off. I remember one day a guy came in and was going to buy a pot at regular price. I started to ring it in, and then said to him "you know these are always on half off, right?" I explained the sales to him and he was glad I saved him $100. No one ever paid regular price. Ever.