Target Price Matching

Yesterday I was a Target and wanted to price match an item.  This is the first time I have tried to price match there in along time.  Well to price match first you have to purchase the item at regular price with the cashiers.  Then they ask you to go to the service desk to get the price adjustment.  Wow what a way to not have to price match.  I stood in line with the cashier only to find out this rule.  I looked over at the service desk and there was lines.  I didn't buy the item because of this reason.  I remember years ago how easy it was to price match there, much like how easy it is to price match at Walmart.  To bad times have changed.