Tesco is watering down its Price Check refund scheme again. At launch, the group promised to return twice the difference on products bought for less at Asda. Cue an entirely predictable rush of applications from shoppers who sought out Asda's promotional lines, a process made easy by price-comparison websites and money-saving tweet tips. Tesco reacted by slapping a £20 limit on refunds but forgot its own motto: Every Little Helps. A "cottage industry of savvy and determined people," as Tesco says through gritted teeth, still cashed in. The price pledge has now been downgraded to a run-of-the-mill "return the difference" offer.
Or, as @clarkepatesco new boss Phil Clarke's own twitter feed did not put it: "WTF! Turns out we don't know the first thing about this social media lark. Embarrassing."