Discount Travel sells tours to holiday destinations. On January 9, 2016, Discount ran an ad in a newspaper comparing its price of $900 for a trip to a specific property in Florida to Seaway Travel’s price of $1300 for a trip to the same location. The ad suggested that travelers could “save money by eliminating the travel agent middleman” at Seaway. Nothing in the advertisement indicated that the prices were only available for a limited time or subject to change. On January 6, however, Discount’s website showed a price of $1300 for the same trip. On January 12, its price was $1400. As well, Seaway Travel allowed but did not require its agents to match Discount’s price. Discount was aware of this policy. Is there anything Seaway can do?