No question you have to do your homework and be flexible about brands to get the best price. That's how last summer, I ended up with Gen HP's for a Civic. Had a rebate card ($50) like Mich and BFG's have now. Had an online free shipping offer, found the Wally install price, that got matched at DT. I didn't start out looking for General's.
If your stuck on a certain tire then all you can do is shop around to get the best deal. If I were buying right now the $70 Mich/BFG rebate would be very attractive. IIRC it ends tomorrow.