Here is my personal experience: Booked a hotel room via the Express Deal feature on Priceline.
Priceline claims to have a Price guarantee with 100% refund if one finds a better price at the same hotel, for the same dates in the same room configuration.(200% refund on Express Deals)
One day before departure I googled my Express Deal itinerary, and low and behold, I found a lower price for the same itinerary that I had booked. I called Priceline with the request to please give me a refund, or at least match the deal I found on the web. I was told it was against policy, since cancellation on the competitor's site was free, and my booked itinerary had a non-cancellation clause. The reasoning from the rather rude sounding supervisor (whom I asked to speak to after the first customer service rep (who took 20 minutes to find what I had found in 3, but at least he was nice) wasn't able to help me) was that the cancellation policies had to match!
I would have gotten an overall better deal with the competitor ( FREE cancellation beats no cancellation any day)and a significant lower price and was denied my refund on a technicality.
Book with whomever you want, but I personally no longer trust Priceline.
(I have the screenshot for the lower competitor offer, and am not affiliated with any travel sites in any way.