This starts to make sense to me after reading the sister comments. Within the return period, environmentally it does make sense (CO2 costs of shipping a large TV aren't negligible). I may not be savvy enough, if I see an item I bought on sale I don't think "I should return this and buy the same item" but it does make perfect sense to do so.

If i see an item I bought on sale I think "damn, I missed out", but a rational consumer (economics sense) would think "I should return this and buy another". I just approached the question from my typical viewpoint, which is "you buy it, you own it" and not expecting any additional customer support.

That, and social anxiety means I would be far more comfortable paying the extra $400 than bugging an associate for a refund.