Just tried to order a lead from PC World (product code: 157205) over the phone to make use of the "Price Match plus 10%" "price promise" they apparently have. Compared against Play.com's price of £5.49, this should have knocked the PC World price down to £3.04. It didn't. The polite man on the other end of the phone said that any product under £6 will not be reduced further.
What I'm incredibly annoyed about is; the fact that PC World apparently "reduce (their) price by 110% of the difference" is blatantly false.
I'm just wondering if the cut-off point is £6 or any price they choose! If you do decide to phone them up and ask for the price match, don't forget about the call charge and amount of time they put you on hold.