Specialized sale - bike shops won’t match price?

Specialized seems to have discounted their base model Allez. When I call local bike shops, none of them seem to be willing to actually match the price that specialized is offering.

Should I be doing something different? All the bike shops want to charge me full price. I’m a little confused about how Specialized is able to offer a price on the website but the actual bike store is able to refuse that price.

Let me know if you have any advice for me, thanks!