YMMV, but before everyone wastes their time, I tried price matching at Best Buy and Target, but they won't price match because it's a coupon and not an actual advertised sale
As for me, I put a PRS-505 on hold at Borders (the first one I called said they couldn't do this, but the 2nd one I called did). It was the last one in the store. Let's see if they keep to their promise.