No Frills Can Be Beat

The claims on the front of each No Frills grocery flyer that they "Won't Be Beat." "If you find a cheaper price, simply show us and we will match" it are lies.  
It all started with excluding certain nationalities supermarkets. Which confuses the beejeezus out of me because No Frills should be able to compete with smaller ethnic grocers given their ability to buy in bulk.  For Heaven sake they are owned by Loblaws. One of, if not THE, largest grocery chain in Canada.  Anyway, I came to terms with that restriction in their price matching policy some time ago.   
Yesterday, I decided I wanted a Dr. Oetkers' Ristorante spinach pizza.  It's on sale this week at Fresh Co (a competitor that No Frills recognizes) for the Hot Price of $2.97.  So I stick the flyer in my back pack, put on my snow pants, winter jackets (layered combo of two spring jackets), my not so water proof boots and proceed to hike over the bridge to No Frills.,  
Upon entering the No Frills at Kennedy and Eglinton I notice a sign dangling from out of nowhere stating that price matching is limited to aisles #4 - #6.  WTF?
To say I was not impressed is putting it lightly. That takes price matching on all the fresh produce, all the meat, and frozen fruit and veggie off the table.  (Yeah, I realize I had originally gone to No Frills for frozen pizza.  It's a treat I allow myself once a month.) Otherwise, anything I even remotely consider actual food was off limits to deal seeking customers like myself hoping to price match..
As if limiting the competitors' flyers they would accept, and the number aisles in the store where they would actually honour their price matching policy, weren't enough.  You need to do a "heads up" when you approach the cashiers for check out.  Some cashiers are identified as price matching lanes and others are identified as non-price matching lanes. 
The only limitations listed in the No Frills flyer fine print with respect to their price matching policy are quantity (limit of four per price matched item), only during advertised sale dates, within a specific geographic trade area, and it does not apply to any Fresh Meat, Fresh Seafood, Fresh Barbecue or Fresh Bakery items.    
Nowhere does it say you can only price match in aisles four to six.  Nowhere does it say you can only price match in lanes three and five.   So No Frills has a choice to make. either get rid of their temporary signage OR change their slogan and the permanent signage that is associated with it.  As far as I'm concerned No Frills Can Be Beat.