The confusion stemmed from an in-store promotion offering the device, usually sold by Best Buy for $199, for $99. It appears the idea was to simply promote Best Buy’s standard offer, but an error with promotional material unintentionally turned it into a sale deal.
If this had happened in the early nineties the impact of this mistake would have been very limited however with the spread of the Internet, the consequences were not small. Potential buyers started noticing the price and started informing others online. As the word spread out the number of units sold started to increase.
Best Buy confirmed, through its marketing manager, that the discounted price as actually a mistake. He said that the company is composed of humans and that these are bound to making mistakes. He also confirmed that the orders were honoured even those that were made at the price of $99.