Misleading Ads.

I received an email from Takealot.com on Monday informing me an item on my wish list was on special. It was the new Wilbur Smith book, Ghost Fire less 37% at R199.00. When I wanted to purchase it the price was R229.00. I sent Takealot a request asking them why there was a difference in price. I just received a mail saying it was on special at 28% off was R320.00 now R229.00. and it might be an error that the notification came up at R199.00. I sent Takealot teh email I received asking them how it can be an error. I received feedback on Monday afternoon asking me to send a screenshot of the mail I received, which I did, and since then I have heard nothing from them. After reading a the article in Business Insider this morning where Takealot refused to refund a customer I decided to place this article. Why should the customer always be on the loosing end of misleading ads..?