There was defo a post which formed part of the sticky just under a year ago which allowed talk of shops provided they weren't direct competitors, ie Supermarkets and places which don't have computing as their core business.
However I too noticed the increased number of posts by people referring directly to games/console only companies.
It's probably best just to have no mention of competitors to stop all the confusion. That said, I won't buy games from OCUK, as already pointed out, they just aren't competitive with their prices. It's also quite easy to find decent game prices due to the various deal sharing sites, if OCUK were competitive, I'd buy from them. Infact, does anyone buy games from OCUK? Or is it more that they stock them in their physical store, so people might pick one up if nearby, but they list them on the website anyways? Perhaps something they should look into, as I'm sure they would sell really well if they were at good prices.