If that were their motive they could just...change the rules.
Exactly. Perhaps they're just establishing prices with a view of being more competitive in the future? Perhaps the prices are higher than the competition because they're going to go on offer soon? Perhaps OcUK have loyal customers who don't want to shop around?
Whatever the reason, I see no specific mention in the OP about "competitor" talk for console gaming now being against the rules so I don't see a problem for the time being.
As for some of the posts in this thread, some people need to learn some manners, quite frankly.