And OP, did the tag just have a price and nothing else, or did it say "Superman Widescreen 2-Disc $9.99"? As others have stated, just because a disc happens to rest above a price tag is NOT a necessary implication that the price holds true for that disc. I can think of a dozen ways that could work against a store. A child might move tags around. A crook might send in a buddy ahead of him and have him switch tags around. Etc.

I always check the SKU on the tag with the SKU on the DVD. If they don't match, I know I'm looking at the wrong disc.

Since when do DVD's have SKUs -- stock keeping units? They have ISBN's but SKU's are unique to each retailer. If they are going to tag the DVDs with SKUs, why not just tag them with actual price tags?

Every DVD I've seen at Best Buy has a price tag. Also, the tag will have not only the SKU, but also some portion of the ISBN (usually the last four numbers) on it somewhere. It's not real obvious how to match up a product with a tag, but pretty simple for anyone that can comprehend a string of numbers.

Then again, I've never seen a shelf tag in Best Buy with just a price on it. It always says:

"Name of item"
"Price"

I had a similar situation on a DVD(I can't remember which one of hand) where 1 of them was tagged at 22.99 while the other was 9.99 that didn't work out like yours did. I of course grabbed the 9.99 copy and headed to the register. when I got there the disc of course scanned at 22.99. I made a remark about the price tag and the guy called for a manager. he says it will only take a minute as the manager has to override the price in the register. I say thats fine and wait. a few minutes later the manager strolls up and the cashier tells him he has a problem. he tells him the register won't let him override the price. the manager scans the disc again. he then looks at the tag and then comes the shock - he peels off the price tag and tosses it and says the tag is wrong. he then looks at the guy working the register and says "problem solved".