You REALLY don't want store #1 sniping store #2's sale on price alone. That's the spirit of MAP... If store #2 spent a week in person, on the phone, over email trying to help a customer pick out the perfect instrument and the customer comes across store #1's website and it's $100 cheaper and he pulls the trigger on the spot... that just sucks.
I blame the customer in that case as well. Sadly some put very little value on personal interaction and other people's time, and instead just want things for "free" and then pay as little as possible for their "stuff."