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Interesting. We seem to have two ways of doing the price match. If your coupon reduces the price paid to below the competitor's price, Kobo bases the price match on the price before discount. If the coupon doesn't lower the final price below the competitor's, the price match is based on the price after discount.
Obviously, the first scenario is preferable, if you can manage it. The second is more sustainable from Kobo's point of view. Given that the price matching form uses your purchase receipt, I think Kobo will tighten things up and eliminate the first scenario. (Which makes sense to me. Why should they price match when the customer has already paid less then at the competition? )
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