[dcow]

So the nuance is:

1) you’re only entitled to damages if the store actually completed the sale and the item rang up higher than listed on the shelf

and

2) the store is not required to honor labeling mistakes and can’t be compelled into a sale in that situation

This is consistent with my experience. So I guess if you’re trying to cheat, you don't tell them and ask them to adjust the price, instead you complete the sale then notify them of the error afterward. My experience has mostly been with notifying the employee beforehand which causes them to correct the labeling mistake if one was made.