I already own the US release, so I don't really need it, I just liked the idea of having it in a nice Steelbook with some extras. If it was Blu-ray I'd pay the price, but not for Dvd. Especially since a Blu-ray will probably follow a little later on.
But anyway, it's a great film and I'd agree it's worth it if you don't already own it.
I decided to cancel my pre-order and hold out for an eventual Blu-ray. It's a nice Steelbook, but I haven't payed a price like that for a Dvd in years, and I bought the U.S. release a few years back so that'll tide me over.
The German DVD has a great cover *spoiler alert* (though with the German title "Der Fluch von Siniestro") and is still available new from Amazon.de for only €10.99 (the US DVD-8 double-sided/double layered multi-film set, though a bargain, allegedly has had quality control problems). But the new UK steelbook has all these extras (2 disc set remember) but only if you're after that sort of thing, especially if you are a Hammer or an Ollie Reed fan, or a steelbook collector [really? You mean there are actually people out there who buy just for the NICE BOX with no intention of opening it, when they would have refused to go to the box-office because they DON'T LIKE THE FILM?]. I have #0055, and pre-ordered quite late. I haven't done an image comparison though, as I haven't opened it.
When I read your post I thought it had just sold out and the first Marketplace dealers were testing the waters, but no - this is Amazon.co.uk themselves. Why would Amazon increase the price - it's very limited, only a single pressing run isn't it? Very mysterious. I don't see how the label could justify bumping up the price so soon either. I hope it's just me that's a cynic. Hmm.
Yes, if it was a 2-disc blu-ray set, I would consider the price top end, but for at this newly inflated price for a DVD set like this in 2012... If it was sold out and this was from a specialist collectors' retailer or perhaps a private seller selling from their own collection or even if they had purchased with intent to make a profit... well we may not like it but they can and often do charge what the market will pay; but this is Amazon. Perhaps they only undercut when the product is not an Amazon exclusive? The new "Dracula: Prince of Darkness" Blu-ray/DVD Double Play 2 disc set is not far off half the price at £15.99 (and after extensive -expensive- film restoration) Maybe we should ask Amazon for an explanation for this unusual price-hike?