Victra was willing to price match for shoppers who drew attention to the discrepancy, but that just underscores the arbitrary nature of the price hike -- it had no connection to the actual price of the phone. This wasn't meant to cover activation fees, taxes or the other usual charges, either.

The remedy is coming quickly, but the incident underscores the risks of tech giants running stores where they don't have full control. Google may have given the impression that it was the one charging extra, which would undoubtedly have left a bad taste in your mouth. As it stands: if you're ever worried about the possibility of price gouging, it's usually wise to buy either online or from a carrier's official stores.