I used to work at a grocery store (Food Lion, in the bakery). When they offered BOGO, you had to buy one to get one free. They did not give you half off if you only bought one. People complained constantly, but the store stood by the policy- Buy one, get one free, of equal or lesser value. I had seen the store return customer's money for a lot less, (ex- people returning half-eaten food saying, it wasn't any good. In fact, some customers trying it more than once. We had a lady who would order a specific party tray and ask us to throw in extra food as "garnishment"- she would order the cheese tray and ask for strawberries and grapes to "dress it up" because the cheese tray was cheaper and smaller than the fruit and cheese tray.) Finally, another competing store opened across the street, and then another, and another and Food Lion changed their policy.
I think they should have charged half price for each jar of pickles.