Is This the Future of Price Comparisons?

Amazon has introduced a new Android application that allows shoppers to snap a picture or scan a barcode on a product and run price comparisons:

Using the Amazon App for Android, customers can snap a photo of a product or scan a barcode for a fun and easy way to build a list of photographs showing products they want to remember for later, make price comparisons across multiple merchants, and purchase products from Amazon.com and thousands of other retailers on the Amazon.com site...

So I go into Best Buy, see a flat-screen TV I like, scan the barcode into my phone, and immediately find out where I can buy it cheaper. How does a retailer (and their supplier) fight this? Or perhaps fighting it is futile, so how do you embrace it and make it work for you?

I'm not suggesting any answers – I just read about this and I'm still thinking it through.