They do still price match is my understanding but will not do it if the item is on sale. It must be regularly sold at a particular price. I wanted to order some FITS breeches and they would not match the Dover sales price.
I would be surprised to hear they don't price match. The last price match they honored for me was in December 2012. However, while they did price match the Dublin River Boots I found elsewhere, they did not match the free delivery date guarantee that the other online vendor did.
In retrospect, I wish I had selected the other vendor because the boots arrived later, but I wanted to stay true to my SmartPak loyalty...and to be fair, I did not press the delivery issue with SP.
That being said, it's always a good idea to ask before one makes an assumption since SP usually jumps through hoops to keep customers happy and I don't see them becoming complacent.
Their extremely generous return and 100% satisfaction policies (where you can return a monogramed item, for example) must be pretty expensive for them.
So perhaps they are banking on the fact that their excellent service and return policies will keep people coming back to them even though they could get something a little cheaper elsewhere.
I just bought the "Ultimate Ballistic" turnout sheet, even though other blankets were less expensive, BECAUSE OF the ten year guarantee. Happy to pay an extra $4 a year for a guaranteed ten year blanket.