At the heart of this marketing ruse is a deception. You can find the same card at the same price (that is the price including the P and P which is the real price) at your local Morrisons store. I saw one tonight. If enough people stop being fooled by these bogus prices, Amazon will be forced to revise this rip off. Hit them where it counts, in the pocket. That is the only language they understand. One would have thought that a company like Amazon that provides otherwise excellent service would be more upfront and honest about this cheap skate ruse to try and entice customers.