Back in April, I wrote about a lawsuit between Best Buy and Ultimate. Ultimate was advertising that it comparison shops at Best Buy and Walmart every day, and that its prices were lower. Best Buy complained that this was not true, and that the Best Buy prices were sometimes lower than those advertised by Ultimate. Arbitration failed to resolve the disagreement, and so Best Buy sued.
Now here’s the rest of the story. Best Buy has dropped the suit because Ultimate is no longer using the price comparison claims in its marketing, For its part, Ultimate does not admit that it did anything wrong. And each side will pay its own lawyers.
As I said back in April, don’t expect this to be the last tiff between electronics retailers over their advertising practices. This going to get a lot worse before it gets better.