Your buying skills are weak!
Got priced up yesterday 4x Hankook V12 EVO in 205/45/17 for £280 fitted including VAT.
Use camskill for prices, then ring your local fitter and get them to match the price and throw in fitting for free, seems to work everytime for me, sometimes I even get cheaper.
Here is the V12 on Camskill, over £20 cheaper:-
http://www.camskill.co.uk/products.php?plid=m54b0s304p15211
Then do a bit of bartering and calling around, should get a further £5-£10 off.
The Falkens on camskill are £30 cheaper each than that website, did you just go and find the most expensive place you could?