So let's say you're selling you're car and list it for $14,999 but the ad comes out at $4,999 and you get a dozen calls within the hour because it was a good deal at $14,999 but hard to pass up at $4,999. Would you honor it? Suppose you could and then sue the newspaper, but I seriously doubt that would happen. Mistakes happen. People should accept that and move on rather than demanding a store sell at a loss due to their error. That would be the honorable thing to do IMO.