Amazon Soul calibur 4 $39.99 price mistake

So, I got an e-mail from Amazon.com with some blu-ray and PS3 game advertisements. One of them being Soul Calibur IV for $39.99.
When you go to the actual page though it says $59.99.
I'm not sure of the law though since it's online.
If this was a real store you could report them to Better Business for false advertising/bait and switch.
But since it's a web store I don't if it applies, and after e-mailing them 3 times they will not honor the $39.99 price advertised in the e-mail.
Is this bullshit? Y/N?

 

Awesome link jumpman thanks! I think I will try to e-mail them that link and see what they have to say after that!

 

K, e-mail sent. Probably won't hear back until tomorrow though they are most likely not working on sunday?

 

I sent them that link jumpman provided and never heard back.

I told them I will not buy from them anymore. I saw on other forums (cheapassgamer.com) that some people had the $39.99 price honored and some didn't.
It's pretty bullshit.