Sure maybe for some small time online shop/business. No idea how big sigmasport is, but I have never had that experience with a online bike business like competitive cyclist/real cyclist/colorado cyclist...etc. here in the States. YMMV.
Not to give this thread more mileage than it deserves, which is very little, but it was a US-based well known online bike store that also has a bricks and mortar shop. It happened twice, once i had to wait a couple of months for the item, the other it was about a week. Both times they apologised even though they hadn't really don't anything wrong. At no point did i feel wronged by them, and i have since shopped there again on numerous occasions, as they are still the best online store of from my experience. I will keep going back. No i won't name them. (edit: the exact same thing happened at a europe based online retailer. Again, they apologised and i accepted it)
FWIW - outfits like chainreaction, ribble & wiggle all run real time & managed stock controls. You can see stock selling out & know when you've got the last item in your 'basket' & that you need to complete the purchase in the 'secured' period otherwise someone else will get it.
In a lot of cases, not everyone that works for the company has the ability to update the website to reflect the stock levels, sometimes its just one guy, and if he isn't there that day the stock discrepancy remains until he gets a chance fix it. Often the over the counter sales and the web sales operate on two different systems
so a physical sale won't instantly be reflected on the site, which is what happened in both cases i mentioned earlier. Yes online stores show up to date stock information, but its accuracy is often limited to the online domain only.
Say this had happened 20 year ago, and the OP was purchasing through mail order after seeing something advertised in a magazine (ok, not the same but similar). He gets a personal letter back apologising for the error and that the special offer is no longer available. Instead of accepting it and moving on, he goes into a circle of people he doesn't know (a large one) and bad mouths the company for his experience without giving them a chance to defend themselves. Most people, if not all would have told him to suck it up. The only difference between then and now is that he has internet access and therefore elevated self-importance. A more mature approach that he could have taken would be to accept what happened and then ask nicely if they would consider giving him a small discount on the wheels when the come into stock again, say 10 or 20%. If he is the sort of person that only shops at sigma when things are 50% off then why should they bother trying to please him, its just not worth their time. If he was entitled to some form compensation from them, say in the form of a discount, then he certainly isn't now.
People seem only too willing to put the boot into bike shops for minor issues like this. Using weight weenies as some kind of leverage only gives the forum a bad rep
and the moderators should look to shut threads like this down unless there is a genuine complaint. Take for instance the guy with the Look ISP, who actually has a real problem
and was actually treated poorly by the store in question (cyclefit). Even he gave them a chance to respond and alerted them that he would take it public, but only after he had tried to solve it privately. That experience is an actual inconvenience. Was this guy inconvenienced? No. He never actually had possession of the wheels and then had them taken away or damaged. If anything he was just too slow to take up a good deal. If every person who had an issue with a bike store started a thread, this would be a pretty crappy forum to read.
I don't work for a bike shop and i never have, but I'm sick of seeing them badmouthed by immature consumers that can't accept that mistakes happen. Its already hard enough to find a good bike store locally, so why make the environment in which they exist any more hostile.