I don't know, I'm pretty bothered by this. I checked Google Play the day I purchased it and it was only available w/ a contract.
That's why when I saw it at Fry's I bought it because it was unlocked. Should have waited two more days and gotten it at half price. In any case, I'm going to go complain to them about this. I believe they offer price matching.
They definitely do, I don't know if they offer price guaranteeing though. (matching is before the fact, guarantee is after). At any rate, you'll definitely be able to return it as a worst case scenario.