Actually, I've just remembered that I asked for a price match on a seller's own price, myself, once!
When I first joined eBay, I was pretty clueless and bid on a lovely Art Deco ring and another ring, from the same professional seller and almost immediately after I'd bid, both auctions turned into a bit of a bidding war...
In the closing minutes of the auction I got really suspicious, so I went to the company's internet store (why I didn't do it before, I have no idea?!) and saw that they had the ring I was about to win for sale for a bit less than the winning price ($50, or so, I think?) and the other one, that I was about to lose, for sale for quite a bit less ($150, or something, I think?).
So, I then emailed the 'winner' of the other ring and asked them if they were aware that the other ring was for sale, for less, on the website.
I, of course, received no reply!
Even at the time, I had a distinct feeling that something was more than a bit fishy, so I then contacted the seller and said that if, by some fluke, they ever found themselves in possession of the ring I had lost, again, to please let me know; as I would be happy to pay their website price for it.
I also asked them if they would mind matching the price of the ring I
had won with their website price and they immediately agreed.
Now I know more, I'm more than suspicious - I'm 99.99999999% positive that they were shill bidding on all their own auctions.
I think they probably agreed to the price match on the basis that they knew, from my email, that I strongly suspected as much!