Price matching or reseller crushing?

I really need to stop second-guessing myself. Yesterday I was heading over to the
Apple Store Special Deals
page and I noticed a new badge above the link to it on the store homepage. The link said, simply, "Our Price Matching Policy."  I did look twice and I was pretty sure Apple had never had a price matching policy,
but on the other hand, I felt certain that if it was new, everyone would have been reporting it already since it's pretty big news. So I concluded, wrongly, that I've just been too darn busy to notice this new policy of Apple's that had been, so I thought, reported already by all the mainstream Apple news sites.

Turns out I should have gone with my gut instinct, because Tuesday afternoon I noticed all those other sites reporting it. My scoop instinct is slipping. Oh, the shame.

Anyway, this is major news. At a time when more and more Apple resellers are
packing up their Powerbooks and going home, the last thing they need is to have Apple dig the stake in a little deeper. Before Apple starting popping up in malls across America, independent Apple Authorized Resellers were the heart of the Mac market. They, in my opinion, helped to make Apple what it is today. In return, Apple has made it increasingly more difficult for the independents to remain in business.

Undercutting them on price in this manner is a real low blow. Especially considering that Apple resellers are bound by very strict guidelines regarding advertised prices and have been left with truly pathetic margins on Apple hardware for years now.

If you happen to be an Apple reseller reading this, I'd be very curious to hear your take on it.