We won't see B&M prices matching online prices anytime soon because the overhead is so much more in the B&M stores. They cannot compete on price, but the B&M stores can give the instant gratification we sometimes crave.
I would actually get worried if B&M prices match online prices because the only way they could do this is to raise the online prices or have a going out of business sale for the B&M companies.
This IS a sale for those who do not include online as part of their bargain hunting for shopping for things. It is better than nothing, but for us savy forum dwellers it is not much of a deal we would buy.