Doing more harm than good?

I see that Printdesigns has introduced a ‘Best Price Promise’ price guarantee to corporate customers buying printed display stand products. The company is inviting customers to email it a link to any retailer openly offering any of its products for a lower price. Once verified, the Printdesigns will lower its prices to match - or do a better deal. I thinking I know what many PSPs will say about such ‘initiatives’, but isn’t it just what we should expect in a competitive market?