Loss of marital consortium - "You honor, I can't do it anymore. The refund killed my mojo".As in the psychological damages of having one's hopes and dreams crushed of owning a Red for a low price? ...
On a serious note, a typo/an unintentional mistake gives them a legal out but IMO it behooves the retailer to somehow compensate the customer for his troubles.
This isn't exactly a new topic.
http://elliott.org/advice-you-can-take/get-company-honor-incorrect-price-maybe/
https://www.wilmerhale.com/pages/publicationsandNewsDetail.aspx?NewsPubId=91329
The sign in the store says the computer printer is $2.49, but it rang up at $249. Saying it was an error, the store is refusing to honor the posted price.
The law
It's generally a myth that retailers must honor a posted price if it's simply a mistake, although some stores might do so as a matter of policy or on a case-by-case basis. The issue gets murky if the retailer begins processing the order, something that is more likely to happen online, says Jane Winn, a professor at the University of Washington Law School. But even then, she says, a merchant might be able to cancel the purchase if the price was so low that a buyer should have known it was mistake. An online retailer's fine print may relieve it of the duty to fulfill orders based on pricing errors...
http://www.consumerreports.org/cro/2010/09/your-rights-as-a-consumer/index.htm
My take is that a small store credit is the least they could do.