I see what you're saying, but it's bothersome to see them bragging about price matching, when they are strictly selective about it. I have price matched dozens of Amazon items at Target. So, it's not some ridiculous thing to expect a price match on a hot item. I didn't ask for a universal system...I'm referring to one lone, very popular deal. Let's not blow things out of proportion.
Well remember, these lone very popular deals are always used as hope to get you into their stores and maybe buy the ps4 or whatever else while you are there. When another store is asked to price match it is usually by someone with the intent on getting the sale item and that only. If someone comes in with an ad or something intending to price match they are not usually going to be buying anything else and coming out with long receipts.
Maybe target made a deal to have extra copies of ps4 games(seem to be popular in this thread), they planned to unload them at that sale cost and have stacks of them ready. Down the road at BB they may have had no clue they would need to meet the demand of giving out a Free game suddenly. BB being hesitant to price match might be just out of fear of running out of stock.
Lots of things at play.