And who said it wasn't costing them money...? You? Oh.. Okay! also, for the record, I never said it was costing them money, I used the word IF it costs them that much per unit, they would be less likely to price match. That was an EXAMPLE not a FACT, learn the difference. You even say they aren't advertising it so that the informed thrifty shoppers will be in the minority, pretty obvious that BB is "half assing" the Apple promo since it's a non advertised gift card, no printer, and no edu discount (at least also not an advertised edu discount).
And I already said 3 times that companies will sometimes price match or run huge sales when they think they will make money back in other ways (other products, services, accessories, etc.)... this is called a loss leader. Do you even read before posting... I never was arguing with you or saying that BB won't price match, I said that it was not true that companies won't "half ass" price matching.