Classified ads - etiquette when someone charges higher price than advertised in their ad?

[mygirllollipop]

Found a courier for my huge and heavy parcel and their classified ad advertises a scale of charges.
When I emailed re booking he said the carriers have upped their prices and it would be more expensive than advertised. He hasn't changed the ad though and he's got loads up there, some that don't finish for another week.
He has listed one today at 1pm with the old prices still up after he told me the new prices yesterday.
Just wondering the etiquette here?

I'd pay him what the price was at the time of the sale - ie what he listed.
If he doesn't like it ask for a refund, wait till you get it then neg him for asking for more than the contracted price.

Only prob with that is you can't leave feedback for a classified ad - grr!

Thats really bad, he's obviously trying to deceive people, the fact he's still listing at the lower price even after he's been made aware of the mistake.

How much extra is it, how does it compair to other people offering the same service?

If it is still a good deal then TBH I would just (grudgingly) pay up. If I could get the same service for the same or less from someone else then I would tell him to stick it.

It was by far the cheapest.
He was advertising £29+vat, then said it would be £32+vat.
The new listings with old price he just listed last for another 27 days!