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Many stores will have custom SKU or model IDs, so a mattress that is physically identical and cheaper somewhere else is actually a different product per the paperwork...

Even if they didn't (and they do!), I'm pretty sure they'd sell it for a penny cheaper rather than make it free. The claim in the ad was nonsensical..

Yes, the way they do that is having specific mattresses that are only produced for them. So for example, let's call it Dreamliner XL 2000, this mattress isn't manufactured by anyone else, even if there are Dreamliners sold by other vendors it isn't that model, hence the bold claim. Whee!

well, if 2 people need a mattress it's easy:

person A buys mattress. sells it to person B for 1 cent

person B (or A, not disclosed in ad) gets mattress for less then 1c

A&B split total cost