Have been on HotUKDeals for years, there were many mispriced deals where most of them were not hornored. As far as I remember, DELL has been on our headline several times since then.
At some stages, I would think if those misprice incidents were intentionally made by those companies. This is a kind of eye ball attracting event which eveyone will be happy to give their personal detail and card detail to gamble. Eventually, we have earned nothing while the company/seller will have our details inculding mail list subscription and become more famous to the consumers.
During the times, there are companies doing right thing after the misprice incident. They hornored the misprice order rather then cancel and keep calling the customers. It might be a considerable amount loss in a short term but company can gain a lot of positive reputation in long term. Companies spend loads of money on paying different advisements media like Google. Why not do the right thing to gain more positive reputation?