a lot of shops are doing that now.
it's quite funny when i have stuff for sale and the shops drop their prices, so i have to drop mine too. but if you phone up these "certain" shops and ask them if they've got it, they'll say their expecting it in a few days when i know damn well that the distributors aren't getting them for at least another month.
one example was the bike kits i do. one member on here was waiting on me to get him one but i wasn't sure exactly when they were coming in. he saw another bike shop advertising them, so said he'll get one of them (even though it was more expensive, but at least they were supposed to have had it). when he spoke to them, they told him they're expecting them any day now. they were the same ones as i do. the distributor had no idea when they were arriving. the checked with the manufacturers and even they couldn't give a date. it's been well over two months and theres still no sign of them, yet a shop had promised a customer it would only be a few days.
i only sell stuff that i have in my posession.