I was able to grab an All Star Nano "hoppin' jig" 6'-6 medium extra fast for 27 at 75&Forest Lane last week too. They only had two of the Ethos and I scored one.
The Ethos was marked at $36, which was in my target range, but it rang up at $29. So if the store you hit has them marked higher than 29 it is probably worth it to find a price scanner.
I have purchased rods three times at academy that rang up well below the marked discounted price. And once was going to pay full retail, to replace a broken rod before a long weekend trip, and was pleasantly surprised when it rang up heavily discounted at the register. Now when I see something I like in Academy i always take the time to find the price scanner. They are not very efficient when it comes to marking discounted merchandise. And as a dedicated bottom feeder I hate to pay retail for anything.