Bing Lee pricing is very strange

So I want to buy a heater and search for its model number to find who sells it. Last week Bing Lee were showing it for $850 before it mysteriously changed to $1,095 early this week. I just called the store to find out the real price and it's $845. WTF?

Why would they put a price that seems designed to turn you off buying it on the site? If I hadn't seen the cheaper price a week ago, I would have looked elsewhere to buy it.

A friend of mine bought a Rinnai heater and part of the reason she bought that one was the fixed price, Apple style, with no discounting. At least then you know what you should pay.