In its advertising, Sears vows to match competitors' prices, but one Long Island lawyer has been walking a long road of disillusionment after the retailer refused to live up to its promises. Back in 2007, when Warren Dank showed employees at a Hicksville Sears ad clippings from competitors selling a 46-inch flat-screen for as low as $2,400—$1,200 less than what Sears was charging for the exact same product—a manager refused to budge on the price. And so Dank found his life's calling: He drove around to three different Sears outlets in the metropolitan area and was denied the promised discount every time.
Finally, a Sears in Queens condescended to sell him the flat screen for $2,800, which matched J&R Music World but not the lowest priced competitor. So Dank took it to court, and two long years later, he's still fighting. The Daily News says he's seeking $100 million in damages (the Post reports $300 million) but whatever the amount, it will be a victory for all downtrodden consumers when he brings Sears to its knees.
A lot of people are calling Dank a hero (okay, just us), and he might not disagree, telling the Post: "I'm doing this single-handedly. No one else pushed it this far to go on a crusade." UPDATE: Mr. Dank just emailed us with the following clarification: "Please set the record straight on your blog that the $100 and/or $300 million is to pay a class action settlement to all of the customers who were deceived and not to me."
