I needed to replace one tire due to sidewall damage. I was shopping different locations for best price. As any educated consumer - I value my time, money and a honest business.
I found the exact tire online ranging from $223 (w/ free S&H) to $275 (near-by competitors).
Discount Tires quoted cost for one tire at $293 - 6.5% increase. Quote did not include installation, balancing, environmental disposal, state fees and tax.
I showed proof of quote from one of their competitors listing tire at $275.
Discount Tires price matched - I bought tire then headed to my dealership for balancing etc.
Do your research. Know your numbers.