I think that line means for grocery store "reward" type cards. RRs, ECB, etc... are different because you are actually paying xx.xx and getting yy.yy in a coupon so it is "like" paying zz.zz but you are still technically paying xx.xx. i know there are some stores that do pricematch the zz.zz price. i see it the same as buying an item and getting a gift card back, which walmart will not match, per their policy. the reason the stores are able to do the RRs and ECBs etc.. are because probably half of the people never redeem their coupons.
•Items that require a purchase to get a competitors' gift card
◦example: "Buy [item A] to get a $B gift card