To clarify the transaction, The memory was EXCHANGED for a different type of memory.
The store FREELY honors EXCHANGES no questions asked as long as the product is in a RESELLABLE condition.
For items bought in their store. It's a common policy.
The store will get there $279.96 plus tax when they eventually resell the memory unless they do a price reduction of there entire inventory of that particular flavor of ram.
If you went into the store and said, "Hello, I bought this for $40 at your competition, I'd like to exchange it for $280 in merchandise", at best they would have laughed you out the door.
There was nothing underhanded about the Gateway pricing. It was all in black and white. I was maybe expecting them to come back with a different price or tell me "no way". They told me no way. How you view the Gateway pricing has no relevance on your transaction.
Digging through old posts? Going a bit far to justify yourself, aren't you? Feeling a little guilty?