[chub500]

Reading the article it wasn't clear to me why exactly they couldn't sell elsewhere cheaper. That seems to be an important detail. Is there some fine print stating if you're 'caught' selling cheaper elsewhere you lose the buy button? This wasn't clear to me from the article.

[badestrand]

They will exclude you from the "buy box", which "effectively" locks you out. (That's how I got it from thr article)