In other words, all this MSRP by NVidia and AMD are just marketing stunts, with small pilot number of "FE" models just to "prove" these prices are real. Then we see real AIB prices being £100+ higher (often more). Just very bad behaviour of both of AMD and NVidia here, creating hype trains and false impression of prices. And then there's also the horribly low stock... In any case, we can't blame retailers for that, I reckon.
And I assume competition having low prices whilst almost not having cards could've had some agreement with AMD for cheaper initial shipment (marketing stunt again) but we most likely won't have such low prices again for many months there.
Don't believe the ********. All other retailers managed to sell them for considerably lower prices than Overclockers did. This guy is not your friend regardless of what he'd have you believe he's just a typical businessmen but sadly one thats greedier than most. Overclockers consistantly charge inflated prices for everything not just launch items and you people constantly fall for his 'I am your buddy' sales pitch. The fact he drives around in a Ferrari should tell you that his profit margins are more than healthy!