Well. They do honor price matches. Here's my reply to my email asking them to match the current price:
"I have reviewed your request, and since you made a purchase last 01/06/2011 the item you bought from Sony Style is eligible for price match, because we have a 30 days price assurance policy.
I will make a request for an approval to credit $50.00 on your credit card account. Please allow us 3 to 7 business days for the processing of your credit, and it will reflect on your account within 1 to 2 billing cycles."
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