We didn't match because we'll have a better deal shortly. Sorry about that, we didn't want a whole bunch of people to buy it today because of gold box traffic and then feel like they got a raw deal because we promoted it at that pricepoint and then ran a better deal shortly thereafter.
This was actually my fault. Our pricing system messed up and I didn't check that the price was actually 10% off before posting that. I've since fixed it, it is now 10% off and I'm resending the tweet now.